The Business of Brand Management | Page 13

SHORTS

Editorials

Making brands - 6 questions for Jürgen Häusler.

Prof. Dr. Jürgen Häusler

Interview by Rolf-Günther Hobbeling, Chief Editor Springer Gabler, with Prof. Dr. Jürgen Häusler, Honorary Professor of Strategic Corporate Communications at the University of Leipzig and, until his […]

Editorials

You can only reap what was sown beforehand.

The world has been holding its breath for weeks. And Adidas' misstep has made it clear how quickly companies can shatter their (brand) china. Many experts are […]

Editorials

Otl Aicher and Alexandre Wollner - branding to the power of two.

Prof. em. Dr. Klaus Klemp

"You can draw a good logo in the sand with your big toe." Kurt Weidemann (graphic designer, typographer, logo designer and consultant, 1922 - 2011). The brand […]

Editorials

"Go out and play soccer!"

We are not interested in praising the well-known Schneider winery and its brand. Rather, we want to make it clear that a CEO with courage, a sense […]

Editorials

Why Your Brand is Stimulating Innovation.

Cecilie Schjerven

“Disruptive innovation” and “brand-driven-innovation” are buzz-words spreading into every corner of business today. In order to stay ahead and adapting to rapid changes in the market, successful […]

Opinions

A clever brand book. Unintentional.

Prof. Dr. Jürgen Häusler

A Modest Proposal

The author(Jens Wietschorke) is interested in: "Where modernity was invented". And he examines two options: "Vienna - Berlin". This is the title of the book published by […]

Opinions

Brand, but the right one.

The article "Social market economy, but the right way" by Jochen Andritzky and Nils Hesse in the FAZ of 18.07.23, which is well worth reading, not only […]