Trinken AB is an independent management consultancy
offering brand management and corporate development.

Branding – How to get it right

You don’t own your brand. Everybody else does. And you can’t tell them how to perceive you. You can, however, nudge their perception in a certain direction. This nudge can be very powerful if you do it right. This is branding. Organizations are constantly force-feeding consumers with messages. More than they can handle. The one they like is the one they’re going to choose. Successful branding is not about being like everybody else. When your competitors scream, whisper. When they tiptoe, run. Only then can you stand out from the crowd. Be perceived as likable. Choosable. And that’s what gets you the prize.