Strategy

Every company and every brand has the potential to shape change, touch people and maybe even move the world. We develop strategies that release this potential in the form of a force that everyone can feel. Strategies that heighten and develop the identity of companies and brands. MUTABOR Strategy Tools

Every strategy should trigger a powerful momentum. The more magical, the better. Otherwise, strategy just remains a theory.

Johannes Plass, Chief Executive Officer / Inhaber

Brand processes always start with a vision. Does the company have a meta‑objective?

We believe that a brand should never stand still. “The brand” must be seen as a process. Strategy is therefore not a project phase for us; it is an ongoing, iterative process. We see ourselves as catalysts releasing the strengths and potentials of companies and brands and linking them permanently with the needs of their target groups. The aim is always to heighten and develop the identity of the company and the brand and to make it tangible for everyone. For us, identity is the driving force that highlights relevance, differentiation and authenticity. A deep understanding of our clients’ work, a holistic analysis of the context, a clear sensitivity for the themes of the future and an approach that always places people, whether end customers, employees, shareholders or clients, at the center: these are our criteria.

The 4D Process describes an overarching process philosophy – interdisciplinary, iterative and surprising.

4D-Process
4dprocess

01 Discover Explore the context from every point of view

02 Define Compress the learnings into the right idea

03 Develop Expand, test and review the idea

04 Deliver Develop the idea into a solution and implement it

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The MUTABOR Identity Pyramid is used for brand management and is based on our conviction that visual imagery and communication are inseparable.

MUTABOR Identity Pyramid
brandpyramid

01 Essence What the brand stands for and what it is striving for.

02 Visual System
The overarching design idea and the design concept (tonality, logo, layout principle, typeface, color code, visual language, etc.).

03 Visual Declination
A simple system for using the Visual System in the various company, product or performance areas.

04 Core Messages
The main communicative idea and the core messages that unite the communication elements.

05 Content Declination
A simple system for deriving message for the various company, product or performance areas.

brand-pyramid_010

The MUTABOR Identity Pyramid is used for brand management and is based on our conviction that visual imagery and communication are inseparable.

MUTABOR Identity Pyramid
brandpyramid

The MUTABOR Brand Diamond uses ten slogans to specifically define the identity’s strengths and weaknesses and to derive possible solutions.

MUTABOR Brand Diamond
branddiamond

mutabor brand diamond

The User-Centric Model highlights the steps needed to create a memorable brand expe­rience. The more interactive the contact with the brand is, the more lasting the effect.

User-Centric Model
usercentric-model

01 Awareness Draw attention to the brand experience

02 Guided Interaction Generate response and evoke reactions

03 Virtual Interaction
Personalize contact and enter into a dialog

04 Physical Interaction Establish physical contact with the brand and brand ambassadors

05 Brand Experience Turn the user into part of the brand

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The User-Centric Model highlights the steps needed to create a memorable brand expe­rience. The more interactive the contact with the brand is, the more lasting the effect.

User-Centric Model
usercentric-model



Skills

Brand strategy, Strategic analysis, Brand model, Brand prototyping, Brand architecture, Communication strategy