OUR BRAND STORY
On his travels to southern Africa, Fridolin Dietrich observed the peculiarity of identity-relevant features in zebras. The individual shades and shapes of the zebra’s stripes characterize each animal and make it unique. In addition, the stripes serve as camouflage against predators. Thus they 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 basis of our consulting approach.
We call it the Zebra Principle.
Our approach, compact and understandable in 140 pages.
THE FIRST HOUR CUSTOMER
From the very beginning the BLLV, the Bavarian Teachers’ Association, from Munich has been our client.
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 supported externally.
We traveled over 3,000 kilometers on the streets of Bavaria to personally ask members about their expectations.
Our latest contribution to the topic of 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.