Shorts

USA, the Danes, and Easter

Alexander Rauch

TO BE DISCUSSED

Dear readers, The wise Warren Buffet famously said that it takes twenty years to build a good reputation and only five minutes to ruin it. Well, Donald […]

Brands are made. Or: in the beginning there was courage.

TO BE DISCUSSED

Dear readers, Please don't misunderstand: we are delighted that Telekom, a German brand, has been rated as the most valuable European brand. Even if we briefly ignore […]

Let's get serious, or: No more naked swimmers!

Alexander Rauch

TO BE DISCUSSED

Dear reader, In light of President Trump's new visionary proposals for the future of the USA and the global economy, Germany's star economist Marcel Fratzscher warns: We […]

Let's think the other way round: Develop brand transformation from the end.

Prof. Gregor Ade

IMPULSE

Brand implementation refers to the process of introducing a (modified or new) brand image - within the company itself and on the market. The aim is to […]

When the party's over... I'm over. Or is it?

TO BE DISCUSSED

Dear reader, Everyone really knows Tupperware. And there must be a few tins in the cupboard somewhere, from mom ... Or are they in the cellar? Yes, […]