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INVESTMENT IN BRANDING IS A GUARANTEE FOR SUSTAINABLE COMPETITIVE ADVANTAGE.

– Dina Bänninger, Founder of Charisma Nova

THE POWER OF BRANDING.

Clear differentiation and positioning are the keys to the success and to obtaining a strategic competitive advantage of any brand. 

 

Marketing is short-term and tactical. Branding is long-term and strategic. Marketing has moved from what the product has, to what it does, to how it makes people feel. Today’s customers want more than products, more than features, more than benefits, even more than experiences. They want meaning. They want a sense of belonging. They want creative control over their life stories. Empowered customers will move heaven and earth to ensure the success of a brand, happily attracting others to the tribe with their magnetic sense of commitment. 

Successful businesses are those that continually adapt to changes in the marketplace, the industry, the economy, and the culture. They behave more like evolving organisms than organisations. Unlike the old corporate identity paradigm that prized uniformity and consistency, the new brand paradigm sacrifices those qualities in favour of being alive and dynamic. Branding is the process of connecting good strategy with good creativity. 

Branding bridges the gap between strategy and creativity, between logic and magic.

 

Investment in branding is a guarantee for sustainable competitive advantage.

PEARLS OF WISDOM.

"If no one has done this before," the executive asks, “why should we take a chance? Why not just wait until someone else tries it, then jump on board if it works?"

Of course you can, if your goal is to follow. But if your goal is to lead, you have to embrace design. A designer is a person who searches for better and better solutions to what could be, when others are satisfied with what is. That’s why innovation is so hard, and why it confers such a powerful advantage on those who master it.

Marty Neumeier

WHAT CLIENTS SAY.

Dina Baenninger joined as top specialist at the moment when it was about developing and implementing a unique communication strategy during the “reconstruction of the century” of Hotel Storchen Zurich in 2016 and the founding of The Living Circle in 2017. A powerful, versatile team was put together and excellent ideas quickly emerged. The implementation of these ideas was so successful that 40 extremely curious journalists attended the press conference on the opening day. And it was "only" a hotel renovation!

 

Dina has made an extraordinary contribution to our success through her analytical and complete way of thinking. The variety of ideas and the interplay of these with a wide variety of media (film, social media, blog, FB, Instagram, competitions, etc.) created a tension from closure to reopening that was and still is hard to beat.

 

Working with Dina was just fun at all times - because she is highly professional, brings along an incredibly broad spectrum of knowledge, can ask very critical questions, and never loses the goal out of sight. And to all of this, she is simply unique as a person.

Thanks Dina and I look forward to more great projects.

—  JÖRG ARNOLD, General Manager 

Storchen & Widder Hotel Zurich by The Living Circle, Switzerland

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CHARISMA NOVA GmbH
Creative Agency for Strategic Transformation

Gersau/SZ, Zollikon/ZH, Switzerland 

Phone   +41 76 429 97 79

E-mail   welcome@charismanova.com

© 2013–2020 by Charisma Nova GmbH. All rights reserved.