Brand strategy in a complex world

Brand strategy in a complex world
The world is growing more complex - and so must our way of thinking about brand. At 1508, brand design has always been at the heart of our work. It still is. But the questions we ask - ourselves, each other, the world - need to be ever more intentional if they're going to hold up in a reality with more layers and more interdependencies than before.
In this Morgenbooster, we dive into how a systems thinking mindset and a strong commitment to designing with intent shape our work with brand strategy - and why it's becoming essential for building brands that can navigate complexity.

Transcript

1. Morgenbooster Brand strategy in a complex world Jonas Haugaard & Morten Øhlenschlæger
2. Jonas Haugaard Morten Øhlenschlæger Transition Designer & Brand strategist COO & Brand strategist jha@1508.dk moa@1508.dk
3. 01 The question
4. If your brand disappeared tomorrow, what would the world lose? Take 30 seconds. Keep your answer – we’ll come back to it.
5. ” 78% of brands could disappear tomorrow and consumers wouldn't care” Havas Meaningful Brands Report, 2025
6. Agenda 01 The question 02 Our history 03 Where the tools stop 04 The transition design toolbox 05 Four cases 06 Wrap-up
7. Many brands say they want to change the world. But how does that change actually happen – and what does the brand do to make it happen?
8. At 1508, we have started asking this in our brand work. By combining brand strategy with transition design, we explore how a brand can help make change happen.
9. 02 A brief look at our history of brand design
10. Our questions have grown with our practice
11. 30 Designers, digital experts, strategists & brand builders 26 50/50 60+ Years of brand work Women/men Awards
12. Each step widened the scope of responsibility Web & identity 2000
13. Each step widened the scope of responsibility Web & identity Design thinking 2000 2010’ish
14. Each step widened the scope of responsibility Web & identity Design thinking Business design 2000 2010’ish 2016
15. Each step widened the scope of responsibility Web & identity Design thinking Business design Transition design 2000 2010’ish 2016 2024
16. The product-centric era How does it look? Logo CVI Website Print Campaign Web & identity Design thinking Business design Transition design
17. The user-centric era Who has what problem? Designing for real customer needs Web & identity Design thinking Business design Transition design
18. Purpose, fit and activation Why should we solve it? Bridging strategy with experience Web & identity Design thinking Business design Transition design
19. Purpose, fit and activation Why should we solve it? Bridging strategy with experience Web & identity Design thinking Business design Transition design
20. From user-centred to planet-centred How does it match our vision? Web & identity Design thinking Business design Transition design
21. Since 2024, we’ve asked what the world needs. The next question: not just what your brand stands for – what did it change.
22. 03 Where the tools stop
23. The tools still work. The ambition has changed.
24. The foundation of a strong brand Purpose Positioning The motivation and reason for being Your unique position Core story & brand values Your credibility Brand personality The perception
25. Our brand toolbox Brand sliders Cultural insights Butterfly model Dot voting & design audit Positioning Brand pillar/ pyramid
26. Our brand toolbox Brand sliders
27. Our brand toolbox Design audit & dot voting
28. Our brand toolbox Cultural insights
29. Our brand toolbox Butterfly model
30. Our brand toolbox Brand position
31. Our brand toolbox Brand pillar/pyramid
32. What if a brand had to show how change happens – not just say it?
33. 04 The transition design toolbox
34. Designing for Systemic Impact Designing Through Complexity: Four Perspectives Designing for Systemic Change Designing for Ecosystem Transitions
35. Experience design Business design Futures design Transition design
36. Experience design
37. Experience design Think What’s the problem really? Create Explore, prototype, test, learn. Build Develop to evolve
38. Experience design Business design Futures design Transition design
39. Business design
40. Mission STRATEGY Vision Strategy Strategic goal Strategic goal Strategic goal Focus area Focus area Focus area User Situation EXECUTION Business design Solution User Aspiration
41. Experience design Business design Futures design Transition design
42. Futures design
43. Time Possible Possible Possible Preferable Possible Futures design
44. Experience design Business design Futures design Transition design
45. Transition design
46. Leverage Leverage Leverage Status quo Vision Hypothesis Hypothesis Hypothesis Interventions Interventions Interventions Transition design
47. Leverage Leverage Leverage Status quo Vision Hypothesis Hypothesis Hypothesis Interventions Interventions Interventions
48. Leverage Leverage Leverage Status quo Vision Hypothesis Hypothesis Hypothesis Interventions Interventions Interventions
49. Leverage Leverage Leverage Status quo Vision Hypothesis Hypothesis Hypothesis Interventions Interventions Interventions
50. Leverage Leverage Leverage Status quo Vision Hypothesis Hypothesis Hypothesis Interventions Interventions Interventions
51. Leverage Leverage Leverage Status quo Vision Hypothesis Hypothesis Hypothesis Interventions Interventions Interventions
52. Leverage Leverage Leverage Status quo Vision Hypothesis Hypothesis Hypothesis Interventions Interventions Interventions
53. Leverage Leverage Leverage Status quo Vision Hypothesis Hypothesis Hypothesis Interventions Interventions Interventions
54. Leverage Leverage Leverage Status quo Vision Hypothesis Hypothesis Hypothesis Interventions Interventions Interventions
55. Leverage Leverage Leverage Status quo Vision Hypothesis Hypothesis Hypothesis Interventions Interventions Interventions
56. Leverage Leverage Leverage Status quo Vision Hypothesis Hypothesis Hypothesis Interventions Interventions Interventions
57. 05 Four cases
58. What are they for?
59. New world, new tools, new questions Drakonheart Lillevirke Ophav Dankort
60. Drakonheart From a vision to a universe
61. The challenges in Danish education A system under pressure Standardisation, low well-being, lack of excitement amongst children and teachers A true need for welfare innovation
62. Our first visits
63. Our first visits
64. Workshops Christianshavn
65. Day 1 Point of departure Butterfly Brand sliders
66. Day 2 Purpose Manifesto Brand values In 1, 5 & 10 years
69. Lillevirke Turning green aspirations into tangible action
70. What A speculative vision of a Danish city in 2050 Interactive map, showcasing local businesses, intertwined relations and urban storytelling A variety of design thinking exercises and tools provided for SMVs A collaboration between DDC, Concito and Industriens Fond
71. Why Help accelerate green transition in Danish SMVs
72. Challenges Stay credible Balance inspiration and reality Avoid greenwashing
80. The Domains of Everyday Life Exercise helping us embody a future vision, by describing its implications on everyday life, from within the household to planetary influence.
81. The Domains of Everyday Life Why? To gain a holistic understanding of the various focus areas and their impact on the individual and society as a whole. Goal. To identify which situations will best represent the focus areas on a rational as well as emotional level.
83. Ophav Restoring Danish nature. One step at a time.
85. Ophav Audit + dot voting
86. Three Horizons H1 H2 H3 Status quo Transition Desired future The current, dominant system The transitional space A transformational new paradigm
87. Naturen er vores fælles ophav – vores livsgrundlag. For nogle af os er denne relation og erkendelse central, men for de fleste er den gået tabt. Forbindelsen skal styrkes og genskabes. For naturen selv og for vores fælles fremtid. Hos Ophav køber vi konventionelt dyrkede jorde og omlægger dem til mangfoldig natur og visionære regenerative landbrug. Vi driver gårde og restauranter, der fremmer en stærkere tilknytning til lokalmiljøet og en grøn madkultur. Og vi investerer i genopretning og viden om havet samt i innovative virksomheder, der arbejder for et mere bæredygtigt samfund. For os handler det om at tage ansvar for, hvordan vi lever og agerer. At vende udviklingen og give mere tilbage end vi tager. Vi mener, at værdien af at genskabe naturen er åbenlys, og at en dybere naturforståelse og et styrket samfundsansvar er nøglen til en bedre fremtid. Vi skal værne om vores ophav!
88. Naturen er vores fælles ophav – vores livsgrundlag. Hook For nogle af os er denne relation og erkendelse central, men for de fleste er den gået tabt. Forbindelsen skal styrkes og genskabes. For naturen selv og for vores fælles fremtid. Why Hos Ophav køber vi konventionelt dyrkede jorde og omlægger dem til mangfoldig natur og visionære regenerative landbrug. Vi driver gårde og restauranter, der fremmer en stærkere tilknytning til lokalmiljøet og en grøn madkultur. Og vi investerer i genopretning og viden om havet samt i innovative virksomheder, der arbejder for et mere bæredygtigt samfund. For os handler det om at tage ansvar for, hvordan vi lever og agerer. At vende udviklingen og give mere tilbage end vi tager. Vi mener, at værdien af at genskabe naturen er åbenlys, og at en dybere naturforståelse og et styrket samfundsansvar er nøglen til en bedre fremtid. How What Vi skal værne om vores ophav! Pledge
90. Dankort Old institution, new mindset
91. What • The Danes' preferred means of payment • Launched in 1983, replacing checks, cash, and foreign cards • Currently owned by Nets A/S • Can exclusively be used in Danish stores and webshops • Is a cheaper alternative to the major global payment methods such as Visa and MasterCard • An important element in the Danish emergency preparedness, as it ensures offline card payments in crisis situations
92. Challenges Increased pressure from competitors A stale brand Need to appeal to younger target groups
93. Rebranding • New identity • Core narrative • Activation of key messages • Website redesign
94. New perspectives • 3 horizons • Shift Cards
98. Biodiversity is also critical infrastructure
99. Four shifts, where we have designed for change Drakonheart Lillevirke Ophav Dankort Message → internal commitment Vision → embodying change Narrative → intention awareness Mindset → different positioning
100. 06 Back to the beginning
101. No one will miss your brand for what it stood for. They will miss it for what it changed. Thank you for spending your morning on a harder question.
102. Three questions to take into your next project What is your brand’s role in the world and what do you want to change? Can your core narrative be proven? Which shifts in mindset and new initiatives can create that change?
103. Thank you! Questions?