One Brand DNA

An internal compass for a powerful and engaging brand

The Brand DNA is the genetic code of the brand. Inspired by biological genetic codes, the DNA elements of a brand are inherited and unchangeable. They are the cornerstones of the brand. The Brand DNA serves
as a “filter“ for the brand team and the rest of the organisation, asking, “are the planned objectives, strategies and activities in line with the brand DNA?”

Connect to the expert

Beate supports her clients in the areas of international brand & business strategy,
strategic growth planning and digital transformation. Based on her longstanding
strategic and operational experience as a European CMO and country manager at different LVMH brands, she advises her clients to make their brand engaging for customers and fit for the future.

Dr. Beate Klingenberg

Enabler & International Brand Expert

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