Branding & Corporate Governance

Innovation is at the heart of our strategy / Deploying world class branding creativity / Combined with best practice financial know-how 

1. Strategic Branding - Brand Audit, Brand Strategy and Brand Concept

Brand New Capital invests heavily into understanding our world. Because brands today no longer compete with other brands. They compete with the future.

We leverage brand strategy as a measurable business driver, building deeper engagement for greater commercial success, creating experiences that enhance the relationship between businesses and their customers.

An innovative technology for creating, leveraging and managing your brand based on Design Thinking, supported by the global reputation and knowledge of Brand New World, our in-house partnering team of leading global branding and business consulting experts.

Strong brands are built on innovation and succeed through insightful engagement:

A) In this phase we take a close look at the company by means of a Brand Audit;

B) In the Brand Strategy part we help organizations of all sizes define their Purpose, Strategy and Value Proposition – clarifying why they exist, conveying the difference they make;

C) Bringing their mission to life across all communication touch-points in the Brand Concept part.

Brand Audit, Brand Strategy and Brand Concept services consist of:

• Brand Audit consist of two distinct parts: Brand Sprint and Brand Analysis. Before any useful branding discussions can start, it is vital to open everyone's eyes to the position of the brand in the market. This is where the role of research and audits becomes crucial, especially if key players and senior management aren't completely aware of the challenges they are facing.

• Brand Strategy consist of two distinct parts: Brand Strategy and Narrative / Bridging the Gap. In those two areas we merge the practices of management, brand and consumer insight consulting with the capabilities of design, architecture, marketing communication and digital transformation.

• Brand Concept - we believe that successful design is rooted in a concept, a concept that builds a logical narration of the brand strategy. The concept allows us to navigate through the design process, and builds in-depth meaning to the symbolic and associative form.

2. Corporate Governance

The company comes first. We ensure that interests of all current and future stakeholders are properly aligned. We transition the new company from entrepreneurship to “bankable” private or public corporation. We patent IP under Swiss law and consolidate the business in Switzerland when optimal.

Corporate governance best practice is a commitment towards working for the benefit of the company, not only of the owners. Corporatization creates the capacity to function independently from the owner in order to create efficiencies and to free up the owners creativity and energy. Business units are created to manage different business lines. Operational inputs and outputs are coded to be traceable by accounting.

Corporate discipline must be implemented to ensure:

A) Access to Equity

B) Bankability

C) Optimal Exit

Corporate discipline relies on:

• Corporate governance best practice: a Philosophical commitment towards working for the benefit of the company (not only of the owners)

• Corporatization creates the capacity to function independently from the owner in order to create efficiencies and to free up the owners creativity and energy. Business units are created to manage the different business lines. Operational inputs and outputs are coded to be traceable by accounting. General costs are allocated to the different business lines using cost-accounting methodology.

• Non-core businesses are either designated as such and managed separately, spun-off, sold or discontinued

• Financial transparency: Arms-length transactions, no self-dealing, internal transactions priced at market levels

At the end of this phase, we deliver a new vision for the company including a new branding and business strategy. We present it to investors in order to finance that strategic next development step. The final product of this phase is a Brand New Company presentation for investors.