At PALLAS BrandFare, our recent rebranding represents a significant transformation reflective of our core ethos, values, and client relationships. Today, we explore the various factors that have shaped our new brand philosophy:
“PALLAS” draws inspiration from the personal journey of our founder, Corinna Seidel. Named after Athena, the Greek Goddess of War, “PALLAS” embodies courage, resilience, and determination, which we incorporate into the brand’s unique identity.
“BrandFare” adopts the metaphor of warfare, symbolizing brands’ ambitions to grow, solidify their presence, and lead the market in today’s competitive environments.
Symbolism of the horse and the owl
Inspired by the powerful attributes of the horse and the owl, we embarked on this journey to elevate our mission and articulate what we truly stand for as a company. We look at the unique characteristics of the horse and the owl, and how this translates to our business vision and philosophy.
The Horse: Strength, Agility, and Reliability
Throughout history, the horse is known to symbolize various qualities relevant to business. By looking at inspiring stories from Asian and European cultures, we can appreciate its deep significance.
In ancient and medieval Europe, horses were integral to warfare. Cavalry units, with their speed and mobility, often determined the outcome of battles and the fate of empires.
In an Asian context and specifically in Mongolia, horses were deeply embedded in Mongolian culture, essential for transportation, herding, and warfare. The Mongolian empire, led by Genghis Khan, is a prime example of how horses contributed to military prowess and rapid conquests. In ancient China, horses were crucial for military logistics, especially during the Han Dynasty when the Silk Road was established.
These historical examples underscore the strength and effectiveness of our network of dedicated teams, working together towards shared goals.
Before modern machinery, horses were indispensable in agriculture and transportation, and prized for their speed, agility and reliability. These qualities historically played a fundamental role in societal and economic growth. Throughout history, horses have also symbolized wealth and status in diverse cultures.
In Europe, owning and riding horses signified prestige and power, exclusive to the elite. Similarly, in China’s Tang dynasty, horse ownership denoted wealth and cultural refinement, showcased through exquisite sculptures.
At PALLAS BrandFare, we draw inspiration from this metaphor through our collaborative approach and by determination and consistent work in implementing marketing tactics.
The Owl: Wisdom, Vision, and Insight
Complementing the dynamic qualities of the horse, the owl brings wisdom, insight, and vision—qualities crucial to strategizing successfully in the business landscape.
In ancient Greece, the owl symbolized Athena, the goddess of wisdom, embodying qualities of knowledge and learning. Similarly, in Chinese culture, it is also often associated with wisdom and insight.
Owls possess exceptional vision, thriving even in darkness. Their sharp eyesight and ability to navigate at night symbolize insight and foresight, qualities essential for clarity in complex business environments. We draw inspiration from these unique qualities to help our clients navigate complex challenges and develop a clear, differentiated approach to success.
Owls are solitary and independent creatures that thrive alone. This independence symbolizes strength and self-reliance, mirroring our approach of cultivating a strong network of independent, highly dedicated professionals.
Professional yet pragmatic solutions for companies of all sizes
Just as the horse and the owl complement each other with their unique strengths, PALLAS BrandFare thrives on a fruitful combination of marketing strategy and tactics. Our rebranding to PALLAS BrandFare symbolizes not only this dynamic synergy, reinforcing our commitment to professional yet pragmatic solutions; it also stands for the evolution from a solo-entrepreneur business to an established set-up of experts for targeted 360° marketing and communication.
Derived from this philosophy, our newly crafted product strategy is tailored to meet specific business needs. We offer three distinct product lines:
- StrategiX BrandFare identifying the right positioning, competitive edge and overarching storyline
- Asia BrandFare for localization of branding and marketing for market entry into Asia
- Europe BrandFare for market entry into Europe
- Startup BrandFare to address the specific needs of microenterprises and start-ups.
Each of these product lines reflects our commitment to providing targeted and effective solutions that drive growth and success in diverse markets.
For further information on our services please refer to: Successful go to market marketing strategy – and beyond.
