Opinions

What companies and brands should do now.

Walter Brecht Alexander Rauch

Never waste a crisis. Germany is experiencing a significant economic downturn. While CEOs and CFOs are concerned about the future of their companies, some brand managers continue […]

Do Strong Brands Distinguish Themselves Through Clear Value Orientations? Radio Yerevan: "In principle, yes, but…"

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

As brand strategists, we tirelessly repeat that strong brands are characterized by clear value orientations. Most recently, this [...]

"Make America Great Again!"Or: The Brand Strategist as Court Jester?

Prof. Dr. Jürgen Häusler

A Modest Proposal

It exists: an organization that promotes the USA as a brand worldwide. Even now: "Brand USA"(https://www.thebrandusa.com/) is looking for more employees. At least for now. As a public-private partnership, […]

"I'm the boss, so what I say goes".

Stumbling blocks of the German brand. The highly interesting article "Politische Polarisierung, Kommunikation und Regelbefolgung" by Matthias Sutter in the FAZ of 21.12.24 inspired me to ask […]

The Party Is Over. Where does the Paris city brand stand after the Olympics?

Prof. Dr. Jürgen Häusler

A Modest Proposal

Miracles cannot reasonably be expected from the Olympic Games either. Such wishful thinking is obviously due to the intoxication of the party night: "The success of the […]

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