A brand does not stand for its appearance, but for a certain set of values reflecting certain qualities and competences. Therefore, brand management starts at the value system's very foundation: at an organisation's or venture's core identity and culture. This is where a brand's authenticity and an organisation's DNA is based on.
That is why one-dimensional marketing-perspectives do not work, since there is no connection between a brand's external and internal aspects. This causes a lack of both impact and relevance missing a solid, sustainable development.