One of my clients, Miele, has one of the best brand mantras I’ve encountered, “Immer Besser”. In English, it translates to “Forever Better”, and is the driving ethos behind nearly everything they do: from innovation to support, to the standards of performance they require of themselves. It also communicates something very meaningful to their customers and, I suspect, rewards their decision to purchase Miele’s luxury appliances with the confidence that they’re buying one of the best products in the world.
It’s such an inspiring notion that I’ve adopted within our company and apply it to many of our activities, large and small.
Words, when well considered, can have enormous power. Two simple words, “Forever”, “Better” have inspired the employees and consumers of one of the world’s great brands for over 100 years. What’s your brand’s mantra?