To take a stand as a brand today, it’s ever more important to develop a clear brand identity and to answer clients’ and customers’ questions about the “why?”. Why does a brand exist? And why are its products and services relevant? The answer to the “why” describes the purpose of an organisation. From this purpose, a sustainable and contemporary brand identity arises which is turned into a holistic, emotional experience through communications, campaigns and in brand spaces. We call this a brand’s New Identity.