SCHMIDPREISSLERBRIEF©
SchmidPreisslerConsultants · Innovative Strategic Advice - Research - Analysis - Market Solutions · Established 1961
November 2025
The role of the traditional brand in our Concept Value Marketing 2050
In the past, the traditional brand was primarily an accompaniment to a company's products and a sign and guarantee of their quality. Today, that alone is no longer enough, which is why we have developed the Concept Value Marketing 2050.
In our Concept Value Marketing 2050, the brand takes on a new, overarching role, namely that of being the face of a company. What does it mean to be the face? Being the face means reflecting what the company stands for it as a whole. It encompasses its fundamental attitude, its soul, its convictions, the values and trustworthiness of its management, the loyalty of everyone working for the company, its approach to technological progress and ESG values for the environment, society and governance, and, last but not least, the authenticity of the communication with which the company presents itself in the markets (procurement, sales and financial markets).
In a nutshell, the Concept Value Marketing 2050 expresses a company's philosophy, culture and attitude, as well as its sensitivity and respect for human behaviour. These values then form the basis for the power to offer products that have a unique selling point (USP).
We never tire of pointing out that people are reordering their needs and requirements as they transition from a consumer society to a knowledge society. One aspect of this: In future, quality will count for more than quantity. Or to put it another way: careful, high-quality, meaningful and effective products will be preferred to mass-produced, interchangeable and often less sustainable alternatives. This is where the brand plays a decisive role, because it generates its value not through quantity or pure reach, but through quality, trust and emotional differentiation.
In future, creating a timely relationship of trust between people and classic brands and building customer loyalty will ensure economic success. It sets the brand apart from the competition and differentiates it from brands that are nothing more than a mark or a label.
Giving the classic brand a dual role, namely that of accompanying a product to the customer and being the face of the company offering it, makes it a company's most valuable asset. And so it is almost a ‘must’ to promote, nurture, protect and defend it in every way, as well as to further develop its personality.
We see the Concept Value Marketing 2050 as a basis for countering the ‘more, more, more’ and ‘further, higher, faster’ approach to marketing of recent decades with a new way of thinking and acting.
The SchmidPreisslerBrief team, Christina Schmid-Preissler (Dipl.-Volksw.), Maximiliana Schürrle (Dipl.-Soz.), Alexander Schürrle and Franz M. Schmid-Preissler send their regards. If you would like to discuss the Concept Value Marketing 2050 with us, please feel free to contact us at any time. Diese E-Mail-Adresse ist vor Spambots geschützt! Zur Anzeige muss JavaScript eingeschaltet sein!
The topic of our next letter in December: The role of the domestic market in our Concept Value Marketing 2050
Your F. M. Schmid-Preissler
Impressum
SchmidPreissler International Strategy Consultants GmbH · Ismaninger Straße 140 · D-81675 München · Tel. +49 89 139 29579
Für den Inhalt verantwortlich (MStG): Franz M. Schmid-Preissler - Anschrift siehe oben