Business Excellence in Brand management in the Industry 4.0 era

Does your brand deserve a bright future?

Find out WHY BRANDED ECOSYSTEM ENGINEERING BEE ® is the answer for today’s high-speed, short-attention-span culture and HOW it enables YOU to develop a Branding 4.0 Strategy for your brand.


BRAND transformation is needed for becoming a Brand as a Service

BRAND relationship development over time brings us, in the Branding 4.0 era, to the point that the BRAND at its core has to be conceptualized as a service for the customers (or even better for all the relevant stakeholders like employees, suppliers, partners, media, opinion leaders and shareholders). Transforming BRANDS by using emerging technology to play a more meaningful role in people’s lives is becoming imperative for staying in business for any BRAND.

The future for BRANDS is all about purpose, real societal meaning

The task of management today is primarily the building and the maintenance of a BRAND that is fit to operate in a constantly changing environment. To successfully do so, a truly purpose-oriented strategic positioning of the BRAND is needed.

Key topics and questions here are:

What is the core purpose of our BRAND beyond our commercial objectives?

How does everything our BRAND does provide value?

Designing a BRAND experience plan

The benefits Social Scalability is offering, especially when it comes to trust minimization and matchmaking, is leading the supremacy of the digital touch points in managing the customer relationship for BRANDS.

The three development steps of IT in an Industry 4.0 world towards contributing to become a digital and data driven organization

The digital transformation is a matter that affects and interrelates all operational departments, and management levels of the entire organization. IT is more like an enabler than a solution. A digital driven organization avoids the digital silo, because technology does not respect silos. Becoming a truly digital-driven organization, the entire organization has to be pro-actively involved.

The development into leading-edge Brand Management – gaining Branding Excellence – the 4th advancement step

Leading-edge Collaborative Relationship Design process

Leading-edge: the absolutely predominant task of BRAND management in building relationships is to get involved in communities and ecosystems of potentially future customers and to add perceived value through its participation.

The only BRAND purpose is serving the connected user

The customer is the person who becomes more and more in charge of the value creation process and only through its involvement in the process of direct interaction does the BRAND have the possibility to influence the customer’s value creation process and to serve as an enabler of perceived value.

Where transforming business models and developing brand engagement meet

Building a BRAND is like good service design.

Be connected (Facebook, Instagram, Twitter…

Be informed (Facebook, Twitter…

Be relieved (Uber…

The power of Data Science has just started to shake up the business world

The development in Data Science knowledge allows Digital startups to eat away at pieces of legacy value chains and completely disrupt the entire business world. The rise of the Internet has seen the rise of Data Science that lead to a variety of online platforms, among them social networks, “long-tail” retail (e.g. Amazon), and a variety of services that allow small and dispersed buyers and sellers to find and do business with each other (eBay, Uber, AirBnB, etc.).

The Ubiquitous web connects intelligence

Web 4.0 it’s about the Ubiquitous web: Semantic databases (weblogs, Wikis, communities, social networks), Intelligent personal agents (webs which learn and reason), Knowledge networks, Smart marketplaces, Enterprise minds, Group minds, Lifelogs, Smart markets.

Decisive elements of the Branded Ecosystem Engineering BEE® framework

The BEE® framework reflects Industry 4.0 next generation branding with the ultimate target to design an individual, permanent prospect journey experience cycle in a specific “Branded purpose group” community.


IT leading the way into a digital, data-driven organization

The IT organization of the future will have to become more creative and flexible to be able to assume the function as key player in conceptualizing, implementing and managing purpose group-specific Branded Ecosystems. IT’s responsibility in this context is to manage the internal and external ecosystem of the organization. By fulfilling this kind of task IT helps to unlock the value chain opportunities by understanding the benefits of collaboration with the value chain partners.

Branded Ecosystem Management

For a BRAND to not just simply participate but to subtly lead such a specific Ecosystem a coherent Branded Ecosystem Management has to be established. The task of such a Branded Ecosystem Management is the continuous assurance of a satisfying prospect experience. Besides the “Branded purpose group”, community management is the second most relevant requirement to ensure such a Branded Ecosystem Management through an outstanding IT & digital performance which allows predictive Modeling. To be able to create, as a BRAND, such Branded Ecosystems, pro-actively managing a “Branded Purpose Group” by fulfilling the task of successfully designing meaningful prospect journey experiences, the following five POP-UP elements are the decisive ones:

From state-of-the-art towards leading-edge brand management

Designing such a BRAND experience plan, involving the customers in a very active way, is a decisive pillar for establishing a Branding 4.0 Strategy. The BRAND, at its core, has to be conceptualized as a service for the customers. For this reason the new paradigm in business is: Branding determines Strategy.

POP UP BRANDS | Marco Casanova