In times of climate crisis and digital transformation, many certainties that were once considered stable are beginning to waver. Decisions are hard to make and uncertainty is spreading. In this situation, brands increasingly serve as a compass. According to the announcement of the book „Macht Marke. Orientierung – Sinn – Vertrauen: Wie Kreative Zukunft gestalten“ (engl. Power Brand. Guidance – Meaning – Trust: How Creatives are Shaping the Future), they are becoming “creators of meaning, glue and shapers of a company”. Where people are looking for orientation and meaning, and where trust is the currency of the day, there is ‘no more powerful instrument than a brand’. Whether a large corporation or a small business, a studio or an agency, an organisation or a citizens’ initiative – a brand is “the compass in confusing times”. Power Brand: How creatives are shaping the future.

But how do you make a brand, ask authors Lucas von Gwinner and Dirk von Gehlen? One a brand manager, the other a digital expert, they have written ‘Macht Marke’, a practical introduction to the powerful instrument that is the brand. Their practical and tried-and-tested brand management toolbox contains clear examples, helpful questionnaires, success stories and case studies illustrated with memorable graphics. According to the publishers, von Gehlen and von Gwinner see their book as an appeal, a ‘rousing branding workshop’.

It describes how a well-managed brand not only acts as a beacon to (potential) customers, but also has an internal impact. It provides stability and purpose, attracts and retains employees, and promotes job satisfaction. The more digital team collaboration becomes, the more important the unifying and guiding power of the brand becomes. For the authors, the brand is a “driver of change and anchors a company’s values. Creative people who support and advise brand-makers, design for brands or sharpen the brand profile together with the management level, should know and be able to use the toolbox of brand management.