Editorials

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 […]

The Circular Shift: How Brands Are Turning Sustainability into Competitive Advantage

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.

Why lived values are becoming a key resource for corporate communication

Valentin Heisters

Communicating your own brand is becoming increasingly difficult to control. Today, people are quicker to recognize the attitudes behind statements and actions - they distinguish between substance […]

Communication as a service using the example of a city

PERSPECTIVES

When we talk about public design, communication, or branding, we must first make a clear distinction between public institutions and commercial enterprises. A public institution […]

Are city brands valuable? From Claims to Calculations

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

In June 2024, Dortmund’s city council adopted a new brand narrative. By May 2025, the corresponding design was introduced. Under the guiding claim “The Only One of […]

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