The Heritage Brands of the Year
Tradition matters more than ever!
Tradition means passing on values and ideals from generation to generation, through the highs and lows of history, and thereby establishing and strengthening an identity of one's own. The capacity for tradition is unique to human beings and forms the basis of their culture. Yet upholding these values is by no means easy. In today's digitalised world in particular, a good reputation – and a bad one – travels at breathtaking speed. What distinguishes a heritage company is therefore, above all, that it delights its customers over decades if not centuries, does not disappoint them, and manages to see conviction in the brand passed on within customers' families from parents to sons, daughters and grandchildren. Tradition also means the willingness to learn from mistakes, to be guided by what customers want and to set out values, along with the constant drive to keep learning and to adapt to the spirit of the times.
“Exemplary brand management is not only the backbone of our German economy; it also pays into ‘Brand Germany’ in an incomparable way. It is not merely part of our economic culture, of our striving for excellence – it is precisely the credibility, the transparency and the strength to drive great ideas and innovations that make German ideas and German corporate leadership a benchmark for world markets. – Donat Brandt, President, Plus X Award”
The “Heritage Brand” seal of approval
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