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34 Literature Adriansen, Inge: "Nationale symboler I Det Danske Rige 1830-2000". Museum Tusculanums Firlag 2003 Antorini, Christine; Dahl, Henrik & Goldschmidt, Lars: "Det ny systemskifte". Gyldendal 2001 Bech, Ulrich: "Risk Society". Sage Publications 1992 Bresson, Lene Rikke: "Familiestrategi giver balance i tiden". Jyllands-Posten April 2002 Dejgaard, Søren: "Fra virksomhed til netværk". Ledelse i Dag #47, 2002 Dybdahl, Frank & Janns. Casper: "Stakehold!". Børsen 2003 Grønborg, Morten & Larsen, Gitte: "En fremtid uden corporate branding". Fremtidsorientering 3/2003 Hansen, Søren Schultz: "Sub-branding på internettet". Fremtidsorientering 3/2003 Holten Larsen, Mogens & Schultz, Majken: "Den udtryksfulde virksomhed". Bergsøe 1999 Haug. Ingrid: "Det usynlige vidunder - en filosofisk & æstetisk undersøgelse af pervasive computing". 2003 Jensen, Rolf: "The Dream Society". McGraw-Hill 1999 Klein, Naomi: "No Logo". Picador USA 2000 Kunde, Jesper: "Corporate Religion". Børsen 1997 Levann, Allan: "De unge, de dygtige og de værdifulde". www.kommunikationsforum.dk 2003 Nielsen, Bo: "Pædagogik og frisat ungdom". www.uvm.dk 1997 Nietsche, Friedrich: "Die Frøhliche Wissenschaft". Volume II of Friedrich Nietsche; Karl Sclechta, Munich 1955 Novo Nordic: Environmental and Social Report 2000 Morsing, Mette: "Corporate Branding Basics". www.kommunikationsforum.dk 2003 Morsing, Mette & Pruzan, Peter: "Stigende focus på virksomheden sociale ansvar". www.kommunikationsforum.dk 2003 Olins, Wally: "Corporate Identity. Making business strategy visible through design". Harvard Business School Press 1989 Qvortrup, Lars: "Det hyperkompleske samfund". Gyldendal 2001 Qvortrup, Lars: "Det lærende samfund". Gyldendal 2001 Ryan, Maureen: "All in a flash: Meet, mob and move on". Chicago Tribune, July 11th 2003 If you want to go on The scenarios in this report are mainstream scenarios for branding in the years leading up to 2013. They can be used in your company's work with marketing, communication and management. Scenarios can be made on the basis of any uncertainty factors. This includes company- or professionspecific uncertainties and more narrowly defined factors. The goal is to reduce complexity and uncertainty through a systematic presentation of possible directions of development. CIFS regularly arranges the course "Futurist for a day" where the scenario method is explained. The course prepares the participants for working with scenarios in their own companies. CIFS additionally has decades of experience with tailored, dialogue-based scenario processes, where reports like this one are developed with the individual company in the nexus Contact Axel Olesen at axo@cifs.dk for information about "Futurist for a day" and Kristina L. Søgaard at krs@cifs.dk if you want to know more about dialogue-based scenario-processes and other possible projects
35 H. Lundbeck A/S (2003) Lundbeck is a pharmaceutical company that works to improve the life quality of people suffering from neurological or psychiatric disorders. Is represented by a main office in Denmark and about 45 subsidiaries worldwide. The company's primary revenue derives from the anti-depressant Cipramil. In 2002, Cipralex was launched as an improved alternative. At the same time, Lundbeck marketed the Alzheimer's drug Ebixa. In recent years, Lundbeck has worked with a corporate branding strategy that in part has dealt with communication and in part has tried to revitalise the company's management strategy in order to let the company's values have crucial influence on strategic decisions. As something new, an Endorsed Brand Identity (see page 7) is used in order to get a tighter connection between products and company. VELUX A/S (2003) VELUX is an international company that brings daylight, fresh air, view, and solar energy into people's everyday lives. VELUX is a part of VKR Group, which has more than 9.000 employees in more than 40 countries. VELUX produces and markets skylights and related products. "Where there's light, there's life" - the philosophy is that simple. VELUX also produces electronic controls and solar panels for mounting on rooftops. Daylight and fresh air are indispensable for a good interior environment and good living conditions for people. VELUX products create better homes for people because light creates life. A strategic goal is to turn VELUX into a corporate brand. Corporate branding in VELUX is a process that expresses the company's brand philosophy and promise to the customers, anchored in the company's vision and values. The focus isn't simply on communication, but on all that is VELUX - people, products and services. This philosophy - and high-quality products - has globally turned VELUX into one of the strongest brands in the field of construction. The VELUX brand has also achieved a level of recognition that is rare and unusual for construction materials. Members Report # 3/2003: "Branding Tomorrow. Organisation, communication and marketing in selected futures". Developed by the Copenhagen Institute for Futures Studies (CIFS). This report is solely intended for members of CIFS. CIFS's member's reports are published quarterly. The next is called "Ten Trends towards 2010" Text and concept: Helene Nordtorp Jørgensen (research assistant), Martin Kruse (research assistant) & Morten Grønborg (project manager) The study group 'Branding Tomorrow': Kate Andersen (TopDanmark), Michael Rasmussen (VELUX), Morten Paustian (Lundbeck), Anna Frellsen (McKinsey), Anne Skare Nielsen (thnk), Margrethe Dal Thomsen (Leo Burnett), Helena Nordtorp Jørgensen (CIFS) & Morten Grønborg (CIFS). Texts in the report about VELUX and Lundbeck are written by Michael Rasmussen and Morten Paustian, respectively. The texts are not necessarily indicative of actual work being done in the respective companies Professional contributions - thanks to: Klaus Æ. Mogensen (CIFS), Thomas Mølgaard (Scanad Udviklingsbureau), Søren Riis (CIFS), Maj Søltoft (CIFS), Niels Bøttger-Rasmussen (CIFS), Henrik Persson (CIFS), Kaare Andreasen (CIFS), Kristina L. Søgaard (CIFS), Ingrid Haug, and employees at VELUX and Lundbeck Research: Maj Sølvtoft (CIFS) og Klaus Æ. Mogensen (CIFS) English adaptation: Klaus Æ. Mogensen (CIFS) Layout: Gitte Larsen (CIFS) Graphic design: Martin Johansson (Nxt) Cover: Martin Johansson (Nxt) Printing: Jungersen Grafisk aps The Copenhagen Institute for Futures Studies September 2003 www.cifs.dk
Page 2 and 3: Contents: Part I: Branding. The sym
Page 4 and 5: 4 Part I Branding. The symbol as ar
Page 6 and 7: 6 The brand as corporate metaphor T
Page 8 and 9: 8 Two central uncertainties for bra
Page 10 and 11: 10 and adventure. Services that ver
Page 12: 12 The precise future to come may n
Page 15 and 16: 15 1. Create and Brand Yourself Lif
Page 17 and 18: 17 ability of the individual and on
Page 19 and 20: 19 personal and the unique. All thi
Page 21 and 22: 21 extended family. However, we are
Page 23 and 24: 23 designer'. Trend spotting is of
Page 25 and 26: 25 moving from being a citizen to b
Page 27 and 28: 27 sure time is corroding. Values a
Page 29 and 30: 29 4. The Logic of Great Solutions
Page 31 and 32: 31 tools, it has become possible to
Page 33: 33 Personal branding on the wane Th

Branding.

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