OUR BRAND STORY
On his travels to southern Africa, Fridolin Dietrich observed the specialty of identity-relevant features in zebras. The individual shades of colour and shape of the zebra’s stripes characterise each animal and make it unique. In addition, the stripes serve as camouflage against predators. They thus form a necessary survival strategy.
Identity development as a (survival) strategy is a principle often successfully applied in nature. And for us it represents the foundation of our consulting approach.
We call it the ‘Zebra Principle’.
Our approach, compact and understandable in 140 pages.
THE FIRST CLIENT
Our very first client was the BLLV, the Bavarian Teachers’ Association, from Munich.
In 2003, the management commissioned us to work with them to develop a clear direction and a plan that would enable the association to continue developing in the right direction.
During six months of work, identity strategy, positioning and its implementation were developed internally and accompanied externally.
We traveled over 3,000 kms on the roads of Bavaria to personally find out about the members’ expectations.
With lasting success, because new target groups were opened up, the number of members of the association increased significantly again and we still work for the BLLV every now and then. Most recently in the conception of a future workshop with 150 teachers.
Dear BLLV, we thank you for the trust you placed in us back then.
Our latest publication regarding non-profit branding
Our article “Non-Profit Als Branding wird der gezielte, aktive Aufbau einer... weiter” deals with the increasing professionalization in branding. Whereas NGOs used to define themselves based on the self-image of their social commitment, and did not need to further justify their existence, today they are thinking about a stronger market orientation and a self-image that is capable of communication.
Market and branding have reached cultural and social service providers beyond the products, goods and services provided. Non-profit branding and brand management has become a young discipline of foundation work.
A look back: Dietrich Identity 2003 – 2018
Shaping change for 15 years
Selected moments, clients and loyal companions who have accompanied us over the past 15 years, 180 months, 780 weeks or a good 5,450 days.