The Business of Brand Management

Images shape brands.

PERSPECTIVES

I recently attended a party hosted by Dafi Kühne, one of my former students who has since become a renowned designer. He prints all his work himself, […]

SHORTS

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 […]

Marathon, not a sprint.

Alexander Rauch

TO BE DISCUSSED

At Puma, still the global number three in the sporting goods market, things have not been going well for some time; but the current quarterly figures are […]

Stay as you are. Really.

TO BE DISCUSSED

We all know that nervous twitch in marketing: as soon as something is going well, someone shouts "We have to do something new!" New campaign, new logo, […]

Do brands create growth - or do they slow it down?

Alexander Rauch

TO BE DISCUSSED

This year's Nobel Prize in Economic Sciences was awarded to Philippe Aghion, together with two other scientists. His work focuses on growth through innovation, or more precisely: […]

When the laughter gets stuck in the station

Alexander Rauch

TO BE DISCUSSED

Anke Engelke is a very good actress, she can play very different roles, and: Anke Engelke is funny. That's why she's perfect for the role of "Tina", […]

Latte or avalanche?

TO BE DISCUSSED

"Mountainwear Misuse" - the name of this new Mammut campaign alone sounds like a good broadside in the direction of those who prefer to wear their hardshells […]

Editorials

The label as an ambassador for the brand*

Comment by the Editor-in-Chief | Johannes Frederik Christensen The Business of Brand Management sheds light on brand management in the context of the present and history. This […]

Editorials

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 […]

Editorials

Good designers are dangerous*

Prof. em. Olaf Leu Bodo Rieger

Comment by the Editor-in-Chief | Johannes Frederik Christensen The Business of Brand Management sheds light on brand management in the context of the present and history. This […]

Editorials

Brand resilience in the digital space

Thorsten Greiten

What does the brand management of the future need to consider? If you want to look into the future, you should take a brief look back at […]

Editorials

Branding?

PERSPECTIVES

Mapping a term: origin, meaning and interpretation. Some time ago, John Rushworth, a partner at Pentagram London, wrote the foreword to the publication Brand Identity Now: 'Branding […]

Editorials

Thinking ahead for the brand: shaping the future instead of just passing it on.

Laura Schreiner

Many companies treat their brand like a valuable heirloom - something to be preserved rather than developed. But if you want to shape the future, you have […]

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

Comment by the Editor-in-Chief | Johannes Frederik Christensen The Business of Brand Management sheds light on brand management in the context of the present and history. This […]

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 […]