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Editorials
Editorials
Branding?
Peter
Vetter
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 […]
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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 […]
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Editorials
Notes on dealing with customers, the media and the public*
Prof. Kurt
Weidemann
Anyone who works successfully and competently in their profession should also be where they should always be when dealing with customers, the public and the media: fully focused.
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Editorials
HOW CAN A PHARMA BRAND SUPPORT ITS INTERNATIONAL EXPANSION WITH A CLEAR, DIFFERENTIATED IMAGE?
Gernot
Honsel
The example of Devatis shows how strategic brand work and design go hand in hand to open up complex markets. Strategic challenge: putting a pharmaceutical brand on […]
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Editorials
The Circular Shift: How Brands Are Turning Sustainability into Competitive Advantage
Erich
Posselt
In this article, I explore the transformative impact of Circular Branding on modern brand strategy, emphasising its pivotal role in fostering sustainability within consumer markets.
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The Business of Brand Management
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