A series of six articles. It must be the dream of every ambitious brand maker: to turn a city into a strong city brand. It is certainly a highly fascinating task. But is it realistic that cities can be turned into brands? Going even further: is it desirable for cities to be turned into brands? […]
Dear reader, Big news from Audi: in China, the country to which the Volkswagen Group has unconditionally surrendered itself, Audi will soon exist twice as a brand! Once as we know it, with the rings as a logo. And a new one, AUDI in capital letters and without the rings. These new Audis are being […]
Miracles cannot reasonably be expected from the Olympic Games either. Such wishful thinking is obviously due to the intoxication of the party night: “The success of the Paris Olympics cannot have no tomorrow” (editorial in Le Monde, 12.8.2024). On a more sober note, this sounds completely different: “No sporting event has ever solved a social […]
There is no question that we are living in an era with an excessive focus on profit and competition. And the world of brands has also changed dramatically as a result. The development and influence of social media shows just how significantly. The brand as the heart of a company, embodying vision, values and identity, […]
The author(Jens Wietschorke) is interested in: “Where modernity was invented”. And he examines two options: “Vienna – Berlin”. This is the title of the book published by Reclam in 2023. The curious brand maker gets to read something completely different. She learns entertaining and unexpected facts about how Vienna and Berlin became city brands. Two […]
The article “Social market economy, but the right way” by Jochen Andritzky and Nils Hesse in the FAZ of 18.07.23, which is well worth reading, not only highlights the problems of politics, but also those of brand companies. While action in politics is almost exclusively party/ideology-driven, short-term success, self-interest and a certain America first philosophy […]
Jürgen Siebert titled his last column for PAGE on 08.03.23 “More is more”. He is referring to the new BURBERRY branding and the “faceless redesign” of BALENCIAGA, BALMAIN, CALVIN KLEIN, GUCCI, VALENTINO, YVES SAINT LAURENT and describes “what a well-stocked toolbox of brand elements is worth”. Although uniqueness – at least as far as their […]
Strong brands need an organization that is as solid as it is flexible. All good brand management begins internally – in the organization of the company concerned. This is a clear break with thetradition of the last few decades. Brand management was left towas left to advertising agencies, design agencies or brand consultants.But this approach […]
To function well, the brand must be part of the corporate strategy and not just lip service. To achieve this, a number of prerequisites must be met to ensure a clear target orientation and effective organization of the brand. Brand orientation” refers to the alignment of a company’s entire organization with the requirements of a […]
The world has been holding its breath for weeks. And Adidas’ misstep has made it clear how quickly companies can shatter their (brand) china. Many experts are certain that nothing will remain the same after the coronavirus crisis. Others, however, point out how quickly brands can (supposedly) return to business as usual. You can now […]
