Shorts

M for courage.

TO BE DISCUSSED

We have often talked here about the importance of entrepreneurial courage for brand development and management. However, to make it clear once again: we need courage for […]

USA, the Danes, and Easter.

Alexander Rauch

TO BE DISCUSSED

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 Trump has […]

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

TO BE DISCUSSED

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 the fact […]

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

Alexander Rauch

TO BE DISCUSSED

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 in Germany […]

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 […]

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