The very first idea

During his travels to southern Africa, Fridolin Dietrich noticed the distinctively identifiable traits of zebras. The intensity and form of zebra stripes characterize each animal individually and make it unique. Moreover, the stripes serve as camouflage against predators. Thus, they establish a necessary survival strategy.

Identity development as a (survival) strategy is a principle, which has been used successfully by nature. For us this forms the foundation of our consulting approach.

We call it the ‘Zebra Principle.’

Our approach consolidated and coherent in 140 pages.

The very first customer

Our first customer was the BLLV, the ‘Bayerische Lehrer und Lehrerinnenverband’ (the Bavarian teachers’ association) from Munich. The executive committee and management commissioned us in 2003 to develop a clear organization and a plan to keep the association’s future and continued development moving in the right direction. After six months of work the identity strategy, positioning as well as internal implementation were designed and carried out externally. With sustained success due to new target groups opening up, the number of the association’s members rose significantly in previous years and to this day we continue to work for the BLLV. Most recently this involved the organization of future-oriented workshops for 150 teachers.

Our latest contribution to non-profit branding

January 26, 2018. Prof. Dr. med. Rita Süssmuth, Bundestag President a.D. presents a new management book with the editors, in which we wrote a contribution to the topic of branding in non-profit organizations. Our contribution focuses on the most important steps to develop a successful non-profit brand. With vivid graphics and valuable tips.

The book describes in other contributions by other authors the increasing professionalization of humanitarian non-governmental organizations (often called non-profit organizations). It shows how powerful beliefs and modern corporate governance, how mission and management connect to effective and successful action – especially in humanitarian crises and disasters.

Our contribution “Non-Profit Branding” is about exactly this increasing professionalization in the area of ​​branding. In the past, NGOs defined themselves from the self-conception of their social commitment, which did not need to further justify their right to exist. Today, they are concerned with stronger market orientation and a self-conception capable of communicating. Market and brand education has arrived after the product, material and services in the cultural and social services. Non-profit branding – branding in nonprofit organizations – has become a young discipline of marketing.

The 18 contributions combine – also critically and self-critically – to form an up-to-date overall picture of the strategic management of humanitarian NGOs.