Staying true to values while still evolving as a brand: How does the handball record champion THW Kiel manage this? We provided exclusive insights into the ongoing process – in our Branding Masterclass at the Spobis Conference 2025!
Brand values are at the core of a brand. They are the rock in the storm when a brand needs to evolve.
For this, it is essential that all stakeholders stand behind the values. Fans, players, employees, sponsors, partners... everyone. This is exactly what defines a corporate brand like THW Kiel.
Because then a community of values is created. Through the sharing of values, people are emotionally connected with one another.
Maintaining values is part of tradition, which must be preserved as the foundation for successful change. This is the challenge: positioning oneself for the future without forgetting one’s roots.
And this brings us to the playing field of change:
Tradition is the goal that must be protected. The brand core values must be defended, and they form the foundation on which change takes place.
Today, digitalization is the hub of change. It enables new processes, new products, new touchpoints, and the creation of innovative brand experiences.
The ultimate achievement is scoring goals when it comes to fan growth, captivating new generations for the brand, both nationally and internationally.
You’ll find out how to develop values in my next blog post. :) Sign up for my newsletter to be notified when it’s published.
Consulting by Dragon Rouge needed?