Brand Tracker

Source: https://www.persoenlich.com/mediapartner/die-neue-sprache-starker-marken

Goal: To communicate the brand's purpose and connect local and global messaging

Claim: Porsche. There is no substitute

Summary: The article discusses current trends in branding, emphasizing that brands are now focusing more on their understanding of the world and customer experience rather than only their product offerings. It highlights how claims are being integrated into overall corporate strategy and purpose-driven messaging, including examples from various brands like Porsche, which utilizes a global purpose claim adapted to local contexts.