Models formed in scientific literature do not function in real life.
Mergers and acqusitions led to mixed forms, which can’t be modelled by economic theories.
If first misunderstandings in this areas will appear it’s high time for an optimization.
What Luenstroth Consultants do
- Analysis of existing brand architecture in relation to existing corporate identity: Check of inner and outer coherence, transparency for inner and public target groups
- Research for potential limitations (as seen from outside) and possibilities of brand extensions within the existing architecture
- Elucidation of alternative architectures and identity structures and developement of evaluation matrices
- Development of transfer schedules for implementation of modifications
- Deduction of tasks resulting from change for corporate identity, design, behavior etc.
- Implementation of modifications within the focused areas
This Saint-Exupery quotation is widely known.
But only a few are thinking about the reason for reminding: Why is this quotation that strong?
Well, it could hit the inner convictions of most people in communication business.
The momentum of motivation is the lacking sharpness of targets: The “vast and endless sea” is more a feeling than a certain goal. And a target feeling is more attractive than target accounts.
To give people what they are searching for
It makes more sense to build a lighthouse than to construct a paddock.
Managing Director: Peter Luenstroth M.A.
Peter studied philosophy, ethnology and political science in Berlin und law in Bielefeld and Muenster. After a traineeship at the broadcasting station Sender Freies Berlin he changed to strategic advertising at the end of the 80ties.
Peter Luenstroth is a keynote speaker for specific brand issues, too.
Lead Designer: Ralf Glasmeyer
Ralf studied graphic design in Bielefeld. He works with clients like Apollinaris-Schweppes, Bols-Strothmann, Casio, Dr. Oetker, Homann, Langnese, Whirlpool, Pioneer, Procter & Gamble, Rowenta, S.Oliver u.a.
Since 2009 he is lead designer at Luenstroth Agencies.
Today 26 employees and partners work with and at Luenstroth.
Due to the strategic contents of consulting and creative work in most cases results are not made public – they can’t be seen directly by noninvolved participants.
But we are much more than that. We use to use all our senses- we are multisensual. A couple may have “our song”. Somebody has a smell which we like more than the smell of another one. Suddenly entire parts of our past shoot into our feelings when we hear a certain old song by radio.
But even in our offices in the b2b area visual only media has gone. Computers have got loudspeakers. (Not everybody of the staff personell like them.) The world is getting multisensual again in the digital era.
They can mark a company and they even can be protected as trademarks.
Only legal protection and roll out of these positive corporate assets can ensure the long lasting advantage in competition.
To be open in positioning if megatrends gets to reality
Brainstormings follow. Results will be similar from meeting to meeting, from country to country. Favorites are chosen and discussed and after some weeks or months most people are commited how the new product or service should be named in the markets.
At this time problems begin to increase: Trademark favorites are registered for competitors already (only if they are “good”) or they can’t be registered (regarding legal department). Sometimes they could be misunderstood in different cultures.
But there is nobody who wants to start the process for a third or forth time – the product is already ready for production and trade fairs are in the nearest future. This way of developing a trademark could be gone. But it’s not a favourite one.
The favourite way to an ideal naming and trademark
In some constellations a protective trademark isn’t the best solutions; a descriptive naming could be better, if the umbrella brand is strong enough. The ideal naming depends on the corporate brand architecture and the targets to be reached.