A major crisis in 1960 caused Ishida’s father to make new demands: everything done from that point in time was to be beneficial to the company, its partners and to society at large. So right up until today this concept is still referred to as “Three Way Harmony” at the company. Back then Ishida said he had already learnt that self-commitments such as these were instrumental to overcoming crises. To him the basis of a strong brand is for it to be needed, recognised and loved by society. To him crises are unavoidable but there are lessons to be learnt. With committed staff who are treated with respect, who share and fight for values and are involved in decision-making processes, it is possible to survive tough times like these – he is convinced.

Understanding Brands

Since 1888 “Gerolsteiner” has developed into one of Germany’s most popular mineral waters. Another strong brand faced with the decision time and again – to innovate or do things the traditional way? Axel Dahm, recently appointed CEO at Gerolsteiner, thinks it essential for brands to be understood by consumers again. As an initial step he decided to consistently downsize the portfolio and to focus communication on Gerolsteiner mineral water and its properties.

Emil Underberg, Managing Partner at Underberg AG, used the “Asbach Uralt” brand re-launch as an example in his lecture; remaining true to the brand without looking old-fashioned; acting with a sense of tradition that is not mistaken for standstill. Even the minutest changes to such a traditional brand can make consumers turn away from it. And yet – new trends must be embraced without “running” after the zeitgeist. Minor changes have strengthened his brand and generated rising sales even in times of crisis.

Service as a Brand

Such minor changes are a challenge that designers, in particular, have to rise to. Christian Schwamkrug, Design Director of the Porsche Design Studio, explained the contribution of brand design to brand loyalty. His branded product is a service rather than a product. Everything developed under the Porsche Design brand – ball pens, desk-top luminaires or refrigerators – must fit the design philosophy of the company. The studio’s claim is “engineers of passion”, i.e. emotions and passion for long-term customer loyalty must be created. As an example of this Schwamkrug mentioned the new Veltins beer crates.