The Business of Brand Management

Making the Case for Marketing: How Budget Decisions Are Really Won

Marcelo Ferrarini Carneiro

“… sounds good but we don’t have enough marketing budget at my company.” How many times have you heard this point before? Have you been through it […]

SHORTS

Not Many People Know That!

Alexander Rauch

TO BE DISCUSSED

Did you know that the great Michael Caine celebrated his 93rd birthday these days? It is well known that the phrase "Not many people know that" is […]

Fits already? Or does it fit exactly?

Laura Schreiner

TO BE DISCUSSED

There's this one moment after buying furniture: you're sitting on the floor, surrounded by boards, plugs and screws that all look the same - but aren't. And […]

What else? Maybe Dua Lipa.

Laura Schreiner

TO BE DISCUSSED

George Clooney has been doing it for almost two decades. With a look into the camera, a touch of silver slapping and two words - "What else?" […]

Dubai, infinity pools and the five phases according to Kübler-Ross

Alexander Rauch

TO BE DISCUSSED

Well, it was a bit striking how German Dubai influencers have been enthusing about safety in the emirate over the last few days: Everything is completely normal […]

So what? We stand by it!

Alexander Rauch

TO BE DISCUSSED

Every teenager learns this cultural technique at some point: if someone insults you harshly, then rejecting or denying it is often the wrong reaction - on the […]

Does it have to be, or: lack of impulse control in marketing?

Alexander Rauch

TO BE DISCUSSED

Actually, we're not the kind of people who always start every spontaneous marketing stunt by asking which minority might - perhaps, possibly, possibly - feel offended. But […]

Scandal - prices totally left-leaning!

Alexander Rauch

TO BE DISCUSSED

There are repeated discussions about abolishing "small change": Namely, the one-cent coin, and preferably the two-cent coin as well. It is well known that the cost of […]

Price elasticity to go

Alexander Rauch

TO BE DISCUSSED

Many marketing managers first learned from the deserving Herrmann Simon what every economist has always known: it is very worthwhile to understand the price elasticity of demand. […]

Could have, would have, supply chain.

Laura Schreiner

TO BE DISCUSSED

Silver has long been regarded as the democratic precious metal: valuable enough for special occasions, but affordable enough for everyday wear. And above all: predictable. This is […]

Editorials

Hesse in New Clothes: Why a State Redesign Makes Sense — and Why It Must Be Only the Beginning

After 22 years, Hesse is getting a new corporate design — and with it a debate as old as public design itself: should the state be spending […]

Editorials

Administered, not designed: criticism of the redesign of the State of Hessen's branding

At first glance, the new visual identity of the State of Hessen appears to be the visual embodiment of the old adage, 'Everyone has the image they […]

Editorials

An Insignificant shift in terminology? When Gestaltung becomes design.

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

REREADING. RETHINKING. (1)

“Alles Design” – that is the title of Kursbuch 106, published in December 1991. No question mark. No hesitation. No tentative weighing of alternatives. “Everything is design” […]

Editorials

Aufbruch Marke: How We Reframe Growth

Europe seems to have grown used to an underlying feeling: too much at once, too little direction. You sense it in conversations with business leaders, in boardrooms, […]

Editorials

Unshittification: The Branding Mandate of a Degraded Information Economy

Philosopher Byung-Chul Han describes our current condition as the Hell of the Same. It is a state where distinctiveness is smoothed over, friction is eliminated and everything […]

Editorials

Rereading. Rethinking.

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

REREADING. RETHINKING.

Expanding the intellectual space of the brand world. Disciplinarily – beyond the confines of our own field. Temporally – through a deliberate look back. And methodologically – […]

Opinions

Hesse in New Clothes: Why a State Redesign Makes Sense — and Why It Must Be Only the Beginning

After 22 years, Hesse is getting a new corporate design — and with it a debate as old as public design itself: should the state be spending […]

Opinions

Administered, not designed: criticism of the redesign of the State of Hessen's branding

At first glance, the new visual identity of the State of Hessen appears to be the visual embodiment of the old adage, 'Everyone has the image they […]

Interviews

Openness instead of simplicity

Hadi Teherani Elke Malek Johannes Christensen

On designing without dogma and the ambition to make every project a benchmark. A conversation with Hadi Teherani about attitude, holism, and why the strongest designs often […]

Interviews

Intuition, Identity, Impact: The Power of Industrial Design

Andrea Mocellin Johannes Christensen

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 […]