by Fabian Geyrhalter

Chapter 1: authenticity

Branding trends are transitioning from "dress-up" to authenticity

People let their brand be moved by the people who believe in them

Chapter 2: the resurgence of commodity brands

Companies should have the "and DNA" which is the reason why a customer should care about the company and the product — why do our employees devote our time to this brand / company

1 for 1 business model: Toms gives a pair of shoes to the less fortunate for every pair they sell

For the first time in history it is more difficult for big companies to gain trust and support of consumers than it is for small companies

These small companies either cannot afford to or choose not to put on the masks that many of these large firms put on to convince consumers to buy their product

The emphasis is now being put on the sizzle rather than the steak, but those who have the steak have an edge to back up their stories

It is vital you align your product with your story and embody your values long-term

Empathy has become the new norm in branding

Chapter 3: The 8 commodity brand traits and their commandments

1. The story is bigger than the product
2. Believe — when values are bigger than the product
3. Cause — when the cause is bigger than the product
4. Heritage — when a sense of location is bigger than the product
5. Delight — when the small delight is bigger than the product
6. Transparency — when trust is bigger than the product