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Many brand consultants think creativity doesn’t play any role in brand affairs.
Only facts, market shares and what could be counted in market research and regarding the opinions of consumers and clients are relevant for corporate brands.
Future needs creative approach.
That’s quite true for developments in the past. For a future oriented strategy creativity is necessary: What should be the dominant brand assets in a changing markets and minds? There are no facts and figures one could build a strategy on: Phantasy is needed.