Many companies are facing a profound identity crisis. They just do not know it yet. What does the company stand for? What moves it, what drives it, what lies at its core and, above all, where does it want to go?
Many businesses have lost sight of this fundamental self-awareness and are drifting from one crisis to the next without a clear plan or direction. That is the analysis of Philipp Brune and Matthias Juhnke from Strichpunkt Identity, who have spent 30 years shaping corporate designs and brand identities for companies such as Audi, DHL and Deutsche Bahn. Now, however, the agency is going several levels deeper, supporting companies in the fundamental search for their inner core. Its guiding principle: Only those who know who they truly are can become who they have the potential to be.
We want to ask the brand strategist and managing director what “identity” actually means. Why, in their view, identity will become the operating system of AI-driven companies.
They also explain how their own agency went through a demanding 18-month process of self-discovery, during which it reinvented itself as Strichpunkt Identity. Why Strichpunkt has placed everything on the True Identity proposition. Why the company no longer wants to be an agency in the future and what businesses should do when they realize they have lost their sense of who they are.