Opinions

Brand as an MCP Server: How a Brand Answers When an Agent Asks.

MASCHINENSICHT

Four copies of a trademark. The industry has found an answer to producing with AI: every tool gets its own copy of the brand. Only, you cannot […]

A Day Without an Agency.

Why the communications industry will not fail because of AI, but because it is asking the wrong question. On Tuesday 11 March 2031, Lena wakes up at […]

THE ART AND FUNCTION OF THE FUGUE IN CORPORATE DESIGN.

Prof. em. Olaf Leu

A STUDY The spring of 2026 will long remain in the memories of Frankfurt’s residents. No fewer than two major design-related events caused an increasing stir. First, […]

When Branding Becomes Marketing, Strategy Breaks

Why organizations that conflate the two, risk sacrificing long-term value for short-term performance. In many organizations today, branding has become increasingly difficult to distinguish from marketing. The […]

THE BOARD DOESN’T CARE ABOUT YOUR BRAND ARCHITECTURE

It cares about concentration, risk, and return. In late February, WPP announced WPP Creative — a new umbrella structure folding Ogilvy, VML, AKQA and Burson into a […]

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