Shorts

KFC in the mountains.

Laura Schreiner

TO BE DISCUSSED

December 1950: a mountain and a cabin.Skiers climbed the mountain on skins and ate a roll to fuel up before their descent. There was no need for […]

(Giving less) brings blessings!

Alexander Rauch

TO BE DISCUSSED

A stroll through the supermarket or a trip downtown makes us shudder for a moment: The overall visual impression suggests that Christmas is just around the corner! […]

Brand Spotlight: Time for a Midterm Review.

Laura Schreiner

TO BE DISCUSSED

In late 2025, McKinsey described a remarkable trend in its study “State of Marketing Europe 2026”: European marketing executives cited branding as their top priority for 2026, […]

Functional Foods: Where Do the Health Benefits End and the Marketing Begin?

Laura Schreiner

TO BE DISCUSSED

Protein yogurt, omega-3 eggs, kombucha with an adaptogen boost, or Fibermaxxing (high in fiber): When shopping, many of these products sound like a major health upgrade. Functional […]

Oops … they've done it again!

Alexander Rauch

TO BE DISCUSSED

It was December 2025 when the Strenesse brand finally traded Milan Fashion Week for the clearance bin at Lidl in Oer-Erkenschwick. Criticism from brand experts was not […]

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