Library

Brand Architecture: It’s not a naming exercise. It’s a growth system.

Why the way your brands connect, signal, and scale determines whether your portfolio accelerates or collapses under its […]

More than this

Alexander Rauch

TO BE DISCUSSED

The start of a new year is sometimes associated with the hope that some things might actually improve. For example, there were moderate signs that "virtue signaling", […]

AI is rewriting the rules for building strong brands

Erich Joachimsthaler Ph.D.

The ideal world of marketing has always been clearly defined. Recognizing demand, reacting at the right moment and learning from every interaction. Not occasionally, but millions of […]

The big bluff

Prof. em. Olaf Leu

Before | After

The designer is in constant motion. He hops from branch to branch, from job to job. This movement stems from his inner and outer restlessness. It is certainly associated with doubts and […]

It's off to a good start!

Alexander Rauch

TO BE DISCUSSED

As a brand fanatic, the most important event at the beginning of the year has of course not escaped your attention: The hype surrounding the Nike tracksuit […]

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