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Episode 004 · Jul 2024 · 61 min

Processual Brand Thinking: A Brand Management Process

Michael Reinicke makes the case for a repeatable brand-management process that connects insight, strategy, implementation and learning.

With Michael Reinicke, Freelance Strategist

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Brand ManagementMarketing StrategyMarketing Mix

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Artwork for The Evergreen Playbook episode "Processual Brand Thinking: A Brand Management Process" featuring Michael Reinicke.

Show notes

Michael Reinicke and David Göz discuss processual brand thinking: brand management as an ongoing sequence of analysis, strategy, tactics and implementation.

They cover market data, the full marketing mix, incremental value and the need to document decisions so brand knowledge does not leave with an individual manager.

Most of the people who work in marketing and brand management in Germany, at least that's the main market that I've seen, they don't have an impact on business at all. They do the beautiful pictures thing where they do a campaign or two every year, where they produce a ton of content that nobody wants to see, and where they show that stuff to, I don't know, the son or the daughter of the CEO, and hope that they like it.

— Michael Reinicke

The Playbook

The core principles from this conversation.

  1. 1 Brand management is an ongoing process, not a series of projects
  2. 2 The four pillars of brand process: analysis, strategy, tactics, implementation
  3. 3 Measure incremental value, not campaign ROI
  4. 4 Document decisions to preserve institutional knowledge
Read the full playbook

The Guest

Michael Reinicke

Freelance Strategist

Formerly Head of Strategy at KNSK and Managing Director of Die Neue Vernunft, Michael is on a mission to introduce processual brand thinking to the industry.