The Business of Brand Management

Brand Architecture: It’s not a naming exercise. It’s a growth system.

Why the way your brands connect, signal, and scale determines whether your portfolio accelerates or collapses under its […]

SHORTS

130 years in the rapport

Alexander Rauch

TO BE DISSCUSSED

Like us, you probably still have it somewhere in your cellar: the wardrobe trunk that your great-grandparents used to board the Orient Express and various passenger liners […]

More than this

Alexander Rauch

TO BE DISCUSSED

The start of a new year is sometimes associated with the hope that some things might actually improve. For example, there were moderate signs that "virtue signaling", […]

It's off to a good start!

Alexander Rauch

TO BE DISCUSSED

As a brand fanatic, the most important event at the beginning of the year has of course not escaped your attention: The hype surrounding the Nike tracksuit […]

If you need an hour to yourself during the Christmas season ...

Alexander Rauch

TO BE DISCUSSED

Of the global beer brands, probably none is as clearly positioned as Corona - with the exception of Guinness perhaps, but who would seriously call that a […]

Who's the boss here?

Alexander Rauch

TO BE DISCUSSED

When Daniel Grieder became CEO of Hugo Boss in 2021, better times had already been seen in Metzingen: Gone were the fat years when Germany's middle management […]

Who roams around Puma?

TO BE DISCUSSED

The undergrowth of the sporting goods world is rustling - and this time it doesn't just seem to be the wind. Takeover rumors are circulating around Puma, […]

A dark day for the brand.

Alexander Rauch

TO BE DISCUSSED

Did you know that the term "Black Friday" was originally coined by the Philadelphia Police Department to describe the chaotic (and thieving) conditions on the streets that […]

Square, practical... controversial?

TO BE DISCUSSED

Sometimes a big question is sparked by a small shape. In this case: the square. Ritter Sport is now defending its famous packaging format against the "Monnemer […]

Three seconds to hell.

Alexander Rauch

TO BE DISCUSSED

According to WirtschaftsWoche, the future mayor of New York (a large city in the USA and almost as important as Cologne) owes his success above all to […]

Editorials

AI is rewriting the rules for building strong brands

Erich Joachimsthaler Ph.D.

The ideal world of marketing has always been clearly defined. Recognizing demand, reacting at the right moment and learning from every interaction. Not occasionally, but millions of […]

Editorials

The big bluff

Prof. em. Olaf Leu

Before | After

The designer is in constant motion. He hops from branch to branch, from job to job. This movement stems from his inner and outer restlessness. It is certainly associated with doubts and […]

Editorials

LET'S TALK TYPE. LET TYPE TALK.

Prof. em. Olaf Leu

Fictitiously the conference table. The protagonists of writing and advertising art gathered around it are fictitious. What is not fictitious is the room, the Olaf Leu archive […]

Editorials

Hans Domizlaff, inventor of brand technique

Historically speaking, the whole thing is nothing new. Even at the beginning of our century, Walter Rathenau and his artistic advisor, Peter Behrens, developed concepts for […]

Editorials

Raymond Loewy, the spirit of the times and the M.A.Y.A. principle: how much 'modernity' can a brand tolerate?

In both design and communication, the question of innovation arises time and again. How much innovation is necessary or acceptable or unacceptable to convey a brand, product […]

Editorials

Destruction by War and Rising Brand Values

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

War and brand. What at first glance appears to be a contradiction should be read as a symbiosis. War destroys value; brands create it. And yet the […]

Opinions

A world without brands

What remains when brands one day disappear?A reflection on meaning, soul and responsibility in a perfectly smooth world … more. For more than twenty-five years, I’ve been […]

Opinions

Good designers are dangerous*

Prof. em. Olaf Leu Bodo Rieger

1. for those customers who give wishy-washy information instead of justifying facts and positions. For example: The added value and unique position of their branded products […]

Interviews

Intuition, Identity, Impact: The Power of Industrial Design

Andrea Mocellin

A conversation with Andrea Mocellin on design, mobility, and the strategic role of intuition. Andrea Mocellin doesn’t just design objects – he designs how we move, interact, and […]

Interviews

Ingenuity that works: What it takes to build a true challenger brand in aviation

Amaury Barberot Johannes Christensen

A conversation with the CEO of Expliseat on timing, transformation, and leadership in brand building. Expliseat is a true game changer, not only in the French industry, but […]