The Business of Brand Management

Not Understanding Trump.

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Everyone wants to understand Donald Trump. That is not only admirable. It is a business model. Experts explain, commentators contextualize, brand strategists speak of “narratives.” A discursive […]

SHORTS

Post-factual.

Alexander Rauch

TO BE DISCUSSED

As is so often the case, the headlines were rather abbreviated: ARD ran the headline: "Deutsche Post will soon be called DHL." Well. The fact is: Deutsche […]

Brand management in the age of AI: When technology sets new standards.

Laura Schreiner

TO BE DISCUSSED

Many companies are testing AI, automating initial processes and hoping for efficiency gains. However, AI has long been more than just an operational tool: it is changing […]

Tech needs touch.

Alexander Rauch

TO BE DISCUSSED

Gucci, Balenciaga, Bottega Veneta, Brioni, Saint Laurent ... no, this list does not describe our closet, but the brand portfolio of the luxury group Kering. However, the […]

Narrative strong, customers not, or: Close to zero.

Alexander Rauch

TO BE DISCUSSED

Even though more electric cars have been registered recently thanks to government bonuses and rising petrol costs, the electrification of the car world is far from taking […]

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 […]

Editorials

From Making to Meaning

Florestano Compagno

Europe’s Opportunity to turn Product Excellence into Brand-led Value. The way a geography creates its most distinctive value often defies its clichés. The US's edge lies in […]

Editorials

What remains when everything shifts.

Conviction · Clarity · Shaping: A Triad for Brand Leadership That Works. There are moments when you sense that the guiding thread has gone missing. Not because […]

Editorials

The importance of brand language in times of AI and agents.

Why language is becoming the ultimate differentiator. Brands are facing a double disruption. On the one hand, conversational or generative AI is changing the way people search […]

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

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 […]

Opinions

From Making to Meaning

Florestano Compagno

Europe’s Opportunity to turn Product Excellence into Brand-led Value. The way a geography creates its most distinctive value often defies its clichés. The US's edge lies in […]

Opinions

What remains when everything shifts.

Conviction · Clarity · Shaping: A Triad for Brand Leadership That Works. There are moments when you sense that the guiding thread has gone missing. Not because […]

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 […]