Authentic Brands Are Holistic Brands

Holism is the theory that living matter or reality is made up of organic or unified wholes that are greater than the simple sum of their parts. If you complain to a psychotherapist that you are experiencing insomnia, loss of appetite and lack of energy, a competent psychotherapist will not diagnose depression without first making sure that there is not a physiological explanation for your symptoms. If you go to an internist complaining of these symptoms, a competent internist will not rule out the possibility of depression. In the medical world, symptoms cannot be viewed in a vacuum.

This holism holds true for authentic brands and the corporate cultures from which they emerge. In successful companies, creative people are free to create, but auditors are hovering in the background to make sure that the creative keeps at least one foot planted on the ground. And that whole-brain balance will ultimately be reflected in the success of the brand.

A holistic approach builds a better brand.

Authentic brands are holistic in that authenticity is maintained across all touchpoints, throughout the three phases of brand-building:

• Master plan (Business Strategy, Market Strategy, Brand Strategy)
• Execution strategy
• Long-term brand management

A holistic approach to branding adds value and meaning to the brand, emotional fulfillment for the customer, and laser focus to brand strategy and execution. Holism helps ensure clear positioning that unifies both employees and stakeholders at every level, giving them purpose, pride, direction and motivation. A holistic approach ensures brand sustainability, long-term value and equity.