Branding for the Future: Honesty and Edge Over Blandness

To glimpse the future of branding, look to Novonesis at Biologiens Vej 2 in Lyngby. Born from the merger of biotech giants Novozymes and Chr. Hansen, Novonesis has quickly become a global leader in biosolutions. With a market value near 200 billion DKK, the company is setting a new standard, not through flashy logos or catchy slogans, but with a philosophy rooted in honesty and a willingness to take a stand.

Twenty years ago, branding was all about “love” in business, a concept popularized by Kevin Roberts’ Lovemarks, emphasizing emotional connections even in sectors like B2B, pharma, and tech. Later, Simon Sinek’s Start with Why introduced “purpose” as the new north star for companies. But today, with overwhelming information, a growing trust deficit, and widespread skepticism, consumers and employees demand more. Credibility has become the new currency, more valuable than any emotional “purpose.”

True credibility, however, isn’t easily won—it requires companies to be candid, adaptable, and sometimes provocative. Unlike the glossy branding of the past, authenticity today means admitting what you don’t know, acknowledging evolving values, and engaging critics rather than ignoring them. Pushback can even be beneficial, as it’s far preferable to irrelevance. Novonesis embodies this approach. Under CEO Ester Baiget, the company’s identity avoids a polished master plan, instead building on openness and engagement with all stakeholders. Employees are actively involved through a network of “change agents” collecting insights globally, allowing for discussion and adaptation as part of a continuous learning process.

For Novonesis, handling real-world issues transparently has become key. When Chr. Hansen previously faced backlash over its handling of Pride initiatives, it was a lesson learned. In contrast, Novonesis managed the Ukraine crisis with transparency, opting to continue supplying essential products to Russia while donating profits to humanitarian efforts in Ukraine. It wasn’t a perfect decision, but it was honest.

In an era where major brands are built on trust over mere sentiment, Novonesis sets a powerful example. The brands that succeed in the future will engage in authentic storytelling, embrace both support and critique, and remain adaptable. Above all, honesty and a clear edge are what will stand the test of time.