Shorts

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, […]

"Holistic": more than just a buzzword.

Prof. Gregor Ade

IMPULSE

Holism has become a buzzword in many areas. This is also the case in branding and marketing, where the term does not describe a fad, but rather […]

Who cares?

Alexander Rauch

TO BE DISCUSSED

Dear reader, The other day at the kitchen table: The fourteen-year-old reports that a schoolmate - let's call him Jan-Torben - has done all his English work […]

Government efficiency or brand destruction?

To be discussed

Dear reader, Since Elon Musk has been rampaging around as Donald Trump's chief advisor or personal cost-cutter (official title: "Special Government Employee"), he has not only cut […]

The Role Of Corporate Brands In Competitive Advantage.

To Be Discussed

Dear reader, The importance of the success factor "strong corporate brand" in many facets of the company has rightly moved into the consciousness of brand management (with […]

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