Post by BAS ID

What makes a brand identity relevant in a fast moving world? 🤔 During our latest weekly Friday Breakfast we discussed the many academic roots of brand identity such as social psychology, sociology and organisational studies, as well as more practitioner-oriented perspectives like Wally Olins’ work on corporate identity. While these streams differ in how they define and manage identity; some emphasising consistency and control, others change and social construction, they all point, in different ways, to the importance of a dynamic identity, that evolves over time. To us, this points to one of the most important aspects to how brand identities are approached. Not as something static to define and protect, but as something that needs to be continuously developed and reinterpreted over time. This is where our way of creating and translating brands into experiences becomes critical. Not just for relevance and commercial success, but for being able to carry the identity forward as it changes. It is in the experiences, be they sensory, affective, intellectual or behavioral, that brands make sense in practice. Experiences do not just express the brand, they also continuously test it, proving its relevance and acting as a catalyst for its ongoing development. Thank you to Karina Töndevold Liljedal, PhD Liljedal, our Strategy Director, who initiated the conversation. Our Friday discussions are an important part of how we work. Not to confirm what we already believe, but to continuously challenge and develop it. In many ways, we see our own way of working in the same light as brand identity itself, something that needs to evolve over time to stay relevant. And ultimately, it is through the brand experiences we create that this way of thinking is put into practice. #brandexperiences #brandidentity #culture