Brand, but the right one.

The article "Social market economy, but the right way" by Jochen Andritzky and Nils Hesse in the FAZ of 18.07.23, which is well worth reading, not only highlights the problems of politics, but also those of brand companies. While action in politics is almost exclusively party/ideology-driven, short-term success, self-interest and a certain America first philosophy are often the stumbling blocks in companies. One of my former clients put it in a nutshell many years ago: "Spare me your long-term considerations and proposed solutions, my term of office ends in four years. After me, the deluge". The 7-year plan was of no interest.

The truism "No tactics without a strategy" is the crux of the matter. What is the point of hastily defined laws and regulations on the one hand and exclusively success-hungry activities on the other if there is no long-term, overarching, sustainable plan? But we don't want to dwell on that. What's the point of logo/corporate design revisions without a comprehensible reason, pointless identity changes, loud, often silly, silent advertising, mindless social media campaigns? The obvious motivation of these companies: The main thing is that the cash register is right.

Obviously, companies and politicians alike have a fundamental problem with orienting themselves towards future-oriented, overarching goals and long-term success. Politicians do not listen to the voice of the people, to science or to experts. And in many companies, there is often a lack of a head that is not exclusively dedicated to figures, but has a vision, a forward-thinking/strategy, a value system with a backbone. Can that work well?