SPHERES OFBRAND IMPACT®

The new model of brand impact
for a society
that is undergoing fundamental changes

Life in our post-modern society is increasingly marked by contradictions. We are individualised but connected through networks. We are progressive but nostalgic. We are striving for high-tech solutions and spirituality at the same time. We have a lavish but sustainable lifestyle. These paradoxes are visible symptoms of a cultural psychological basic tension.

We are living in a changing society

How do these fundamental transformations affect the way we perceive brands? We have taken a closer look at this issue in a large-scale scientific study. The results are clear:

Brands unfold their effect in a whole different way today

The sociocultural field of tension
Culture of maximisation

The traditional growth principle that still forms the basis of our economy and society. Market principles like assertiveness, pushing back competitors, a dog-eat-dog mentality, and the will to conquer – behaviours with traditionally male connotations – go hand in hand with it.

Identity fragmentation.
Lack of orientation.
Loss of control and support.

Culture of moderation

Returning to soft, spiritual values.
To a sense of community and emotionality.
As counter arguments and counteroffers to the modern logic of “always more”, introspection, mindfulness, and sustainability are becoming increasingly important.

The SPHERES OF
BRAND IMPACT® Model
as a compass
for brand management

The SPHERES OF BRAND IMPACT®

You want to learn more about our study and our findings? You want to know how you can use the SPHERES OF BRAND IMPACT® Model to make your own brand successful?

Contact us!

Andreas Rauscher
Andreas RauscherManaging Partner+49 (0)176 11159120
Thomas Ebenfeld
Thomas EbenfeldManaging Partner+49 (0)177 8885415
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