Editorials

What the Machine Doesn’t Get.

MASCHINENSICHT

What you deliberately withhold from the machine becomes the most expensive part of your brand. When the camera arrived, portrait painting should have died. It became expensive […]

Brand Switzerland. When Brands Are More Successful Than Reality.

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

The world of brands has many rituals. One of the most persistent is this: successful brands must be grounded in reality. Brands, we are told, must not […]

Why Engelbert Strauss Is Not Germany.

A response to the FAZ interview with Henning Strauss. Henning Strauss is right about almost everything except the analogy. Engelbert Strauss is a family-owned workwear manufacturer from […]

The Gap That Doesn't Respond.

Maschinensicht

Why the unsaid works on people and disappears for machines. Erich Posselt recently published a piece here that I believe is right. His text distinguishes clarity from […]

The Smoothness of Clarity.

Why we seek the unambiguous — even though reality is something else entirely. I am sitting in a briefing. The marketing director of a mid-sized company lays […]

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