The successful development and caring of strong brands requires a new and deeper understanding of brands and of their functions in modern markets.

True brands are a highly complex conglomerate of technological, rational, emotional, social and cultural contents and signals.

They have clearly describable functions. They have pragmatic functions, e.g. the simplification of perception and mental processing. However, in interaction with the consumer, they also include further functions, which often are wrongly and too superficially referred to as ''the emotional and seductive facet'' that has no link to the function.

To understand all of this and act accordingly requires maximum professionality, creativity and sensitivity.