SPHERES OF BRAND IMPACT® THE NEW MODEL OF BRAND IMPACT FOR A SOCIETY THAT IS UNDERGOING FUNDAMENTAL CHANGES
Life in our post-modern society is increasingly marked by contradictions. We are individualised but connected through networks. We are progressive but nostalgic. We are striving for high-tech solutions and spirituality at the same time. We have a lavish but sustainable lifestyle. These paradoxes are visible symptoms of a cultural psychological basic tension. We are living in a changing society.