Editorials

Brand resilience in the digital space

Thorsten Greiten

What does the brand management of the future need to consider? If you want to look into the future, you should take a brief look back at […]

Branding?

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 […]

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 […]

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.

HOW CAN A PHARMA BRAND SUPPORT ITS INTERNATIONAL EXPANSION WITH A CLEAR, DIFFERENTIATED IMAGE?

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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