The Rise of ‘Brand as a System’: Why Coherence is the Recent Competitive Advantage
In today’s fast-paced business world, where fleeting trends and tactical solutions dominate, a shift is occurring. Companies are increasingly recognizing the value of building brands not as mere aesthetics, but as robust, coherent systems capable of sustaining long-term growth and reputation. This approach is championed by professionals like Fabricio Mancebo, a leading brand strategist in Spain.
From Agency Founder to Independent Strategist
Fabricio Mancebo brings over 20 years of experience in strategy, branding, and creative activations. His career path, from co-founder and director of the renowned branding agency BFP to an independent consultant, has equipped him with a unique perspective. He’s worked with a diverse portfolio of international brands, including Bentley/Rolls Royce, Warner, Levi’s, and Ecolife (representing Desigual, El Ganso, and Diesel), as well as projects like Sindalah Island in Saudi Arabia.
This experience has led Mancebo to focus on working directly with CEOs, founders, and leadership teams, transforming the brand from a departmental function into a core strategic infrastructure.
Beyond Aesthetics: The Structural Approach to Branding
Mancebo advocates for a structural understanding of branding, moving beyond superficial visual elements. He emphasizes the importance of aligning purpose, positioning, architecture, narrative, identity, and customer experience within a single, cohesive system. He argues that growth becomes vulnerable without this fundamental coherence, regardless of how visually appealing a brand may be.
This philosophy resonates with companies across various sectors – fashion, gastronomy, luxury tourism, healthcare, education, technology, and lifestyle – all seeking sustainable growth and evolution.
The Power of Consistency and Coherence
Mancebo succinctly states, “Brands don’t fail for lack of visibility, they fail for lack of coherence and consistency.” This highlights a critical point: in a saturated market, a clear and consistent brand message is paramount. A fragmented brand experience erodes trust and hinders long-term customer loyalty.
The Future of Branding: Less ‘Flash,’ More Foundation
Mancebo is the author of The Revolution of Brands and is currently working on El Arte de Ser Deseado, Los 14 Mandamientos de las Marcas de Lujo, a forthcoming essay focused on building value and understanding luxury as a system, not simply excess. This work underscores a broader trend towards more thoughtful, strategic branding.
His approach is deliberately understated, focusing on structural impact rather than constant self-promotion. Companies facing critical phases – growth, repositioning, cultural change, or strategic redefinition – often seek his expertise specifically for “order and coherence.”
What This Means for Businesses Today
The emphasis on ‘brand as a system’ signals a move away from short-term marketing campaigns and towards long-term brand building. It requires a holistic approach, integrating all aspects of the business to deliver a unified and consistent brand experience.
FAQ: Brand as a System
Q: What is ‘brand as a system’?
A: It’s a holistic approach to branding where all elements – purpose, positioning, identity, experience – work together coherently to support long-term growth.
Q: Why is coherence so important?
A: Coherence builds trust, fosters customer loyalty, and creates a stronger, more resilient brand.
Q: Is this approach relevant for small businesses?
A: Absolutely. Even small businesses can benefit from defining a clear brand purpose and ensuring consistency across all touchpoints.
Q: How does this differ from traditional branding?
A: Traditional branding often focuses on visual identity and marketing campaigns. ‘Brand as a system’ takes a more strategic, structural approach, integrating the brand into the core of the business.
Did you grasp? Companies with strong brand coherence see a 15% increase in customer lifetime value.
Pro Tip: Regularly audit your brand touchpoints to ensure consistency in messaging, visuals, and customer experience.
Want to learn more about building a coherent brand system? Explore our other articles on strategic branding and customer experience.
Share your thoughts in the comments below – what challenges are you facing in building a consistent brand experience?
