Brand 3.0
How SPHERICAL Brands
Meet the Challenges of the Future
1970 was the first year in which the world's population consumed more natural resources than the Earth can renew in a year. Since then, the so-called Earth overshoot day has moved forward almost year by year. In 2022 it was on July 28. The problems associated with the overexploitation of nature are known all too well: Climate change, social tensions, natural disasters. Once again, it is the poorest who are affected most of all, those who are least responsible for the fact that the earth has become unbalanced. It is above all the industrialized nations that must change. So it's about time for companies to act.
The Obsession with Customer Experience has come at a high price
Even though the problems have been known for decades and have been confirmed time and again by the scientific community, politicians and business leaders have largely ignored them until now. Instead, during a decade of digital transformation companies have focus on Customer Experience „like a laser“ (Jeff Bezos). Company-centric brand models have been replaced by purpose-driven brand models that put the users and their demands at the center of brand management. But this focus on CX has come at a high price - for society, for markets and for the global ecosystem of the planet. The downsides of the expansive economy are fatal and it is clear that pretty soon, policymakers have no choice but to radically change the rules of the game for business and consumption. Brands should not wait until then.
THE
SPHERICAL
BRAND
SUSTAINABLE
Brands need to think long-term and act sustainably by integrating planet-centric-design.
PURPOSEFUL
Brands should know their purpose and act according to it. „Why“ you are in the market should be the driver behind business decisions.
HUMANE
The emotional appeal of brands lies in their personality. A consistent authentic behavior will resonate with their audience.
EVOLVING
Brands must never stand still, but constantly evolve in an agile way. This requires an agile organizational setup.
RESPONSIBLE
Brands need to take responsibility for society and the planet.They need to live up their values and take a stance.
INTELLIGENT
Brands need to act in an intelligent and systemic approach based on data. But they should define their KPIs before collecting data.
CONVERSATIONAL
Brands need to be open and in dialogue with their affinity groups. And foster a communitiy of like-minded people.
ARCHETYPICAL
The archetype of a brand defines its role in the market and is the basis for a strong meta narrative and storytelling.
LIVING
Brands have to be living entities. They need to embrace creativity as a means to be flexible and dynamic appearance.
The end of growth as we know it
The "New Normal" for companies is shaped by the crises of the early 2020s: the Covid-19 pandemic, the war in Europe, a Western society that is divided in many respects, the climate crisis and the resulting shortage of materials and work force. It seems obvious that the "more and more and faster" of past decades will no longer work. Companies must now prepare for a time when growth through higher production numbers is no longer the ultimate goal. We need new metrics ahead that help redefine the concept of growth. The customer is no longer the sole focus - sustainable, responsible action must include society and the planet.
Spherical Brands: from customer-centric to planet-centric
In the planet-centric age of brands, the metaphor of the sphere comes naturally. Much like planets revolve around the sun, brands revolve around the customer. But just as the universe has no center, brands must acknowledge that they are not alone. They depend on customers, employees, partners, competitors, and beyond: society, politics, ecology. Traditional brand models, even purpose-centric ones like our very own think moto Brand BIOS®, are no longer sufficient to holistically understand, define and lead a brand into the future. There are multiple spheres surrounding the brand, individual layers, each of which must be defined separately and which at the same time are mutually dependent. Just as the earth gets its blue color from the atmosphere, it is the spheres of a brand that give it radiance. Spherical brands provide people with points of reference for value matching and thus have a high retention potential. Companies that not only present themselves as responsible and conscious for the purpose of greenwashing, but that seriously and credibly develop the new spheres for themselves can expect a high degree of customer loyalty. Spherical brands are particularly effective when they have a backlash effect on manufacturing and the production of goods. In brand-driven product and service development, sustainability goals and responsible design can have a major impact. However, the greatest effect unfolds when the brand points beyond itself, develops a social relevance, and thus connects with society and therefore has a direct influence on the behavior of consumers and political actants.
Taking action in nine spheres
With our concept of the Spherical Brand, we help brand managers in companies and agencies to prepare for a new era in which the focus is no longer on limitless growth, but on the responsible actions of each individual. The Spherical Brand gives orientation as to which qualities brands will need in the future in order to be effective in the future. Each individual letter of SPHERICAL refers to a sphere in which brands must take action. Each of these spheres is backed up with instructions for action, tools, and methods. The Spherical Brand is not a firmly defined brand model. It is an emerging concept for brand management in a time of great global challenges.
Yours,
Katja Wenger, Marco Spies
and the think moto team
Our tool to help you align your brand: Spherical Brand AI.
