Discovery
AI systems translate needs into a shortlist. Those who disclose a model-specific CO₂ figure and a reliable repair quote make it onto the best-fit list. Those who only provide buzzwords are left out.
Consumer
Brands have digitized every channel. Not the product.
Marketing has traditionally stopped where product use begins.
The Blind Spot
Brands have invested billions in third-party media.
Platforms, campaigns, influencers, retail media — all designed to reach customers through someone else’s channel. Meanwhile, the product itself was already in the customer’s home — being used, maintained, and resold. Out of reach for the brand. Replacement parts, repairs, complaints.
After a century of brand building, brands are still most invisible where their products are most present. No relationship — only costs. Until now.
Reality
Brand power is shifting from paid media to the product itself.
From premium suitcases to toothpaste: Through the Digital Product Passport, the product becomes a brand medium. Readable by both people and machines — throughout its entire lifecycle. No platform. No middlemen.
Interchangeability is increasing. Profile is becoming essential for survival.
Question for the AI
"Which sneaker for marathon runners has the lowest carbon footprint and can be repaired?"
Anyone who wants to be found here and not filtered out must be clearly distinguishable. Those who offer nothing but empty claims will end up being interchangeable.
Brands that fail to translate what makes their products distinctive into the digital realm leave AI systems and platform algorithms to define how their brand is perceived.
Dr. Inga Ellen Kastens
Chief Communications Officer, Narravero
Second Life
Products that last longer, earn more over the long term.
A product that is maintained, repaired, and passed on lives several lives. Today, the second, third, and fourth interactions with the customer usually don’t happen — the product disappears from the brand’s view and ends up in the trash or with third-party providers. With a digital identity, it remains in the cycle.
Loyalty in action is sustainability in action.
Discussion Paper
Fashion Reconnected
Dress Up and: Connect. The New Power of Products — in partnership with GermanFashion Modeverband Deutschland e.V.
Advertising was a Reminder.
The product is the Relationship.
Brands have always known this. But until now, retaining existing customers meant reminding them of the brand. Advertising that no longer sold, but rather served as a reminder. An expensive form of relationship-building, because it never ends.
With digital product identity, the product itself maintains the relationship. Every repair, every maintenance service, every resale is a point of contact — without advertising pressure, paid for with a single click via DPP if desired. Proof of authenticity — down to the individual item level if needed — is automatically included.
Discussion Paper
