The Business of Brand Management | Page 14

SHORTS

Editorials

Bullshit makes money.

There is no question that we are living in an era with an excessive focus on profit and competition. And the world of brands has also changed […]

Editorials

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 […]

Editorials

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 […]

Editorials

More is more than more.

Jürgen Siebert titled his last column for PAGE on 08.03.23 "More is more". He is referring to the new BURBERRY branding and the "faceless redesign" of BALENCIAGA, […]

Editorials

Brand manifesto

Franz-Peter Falke Günther Misof Cecilie Schjerven

Brands as a process Brands cannot simply be "made". They are initially an idea in the mind of the entrepreneur. This idea must be translated into first-class […]

Editorials

The brand starts on the inside.

Strong brands need an organization that is as solid as it is flexible. All good brand management begins internally - in the organization of the company concerned. […]

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 […]

Opinions

"Everyone is in the business of brand management."

Dear reader, I wrote "Everyone is in the Business of Brand Management" in 2017 at the launch of THE BUSINESS OF BRAND MANAGEMENT. A topic that is […]

Opinions

What companies and brands should do now.

Walter Brecht Alexander Rauch

Never waste a crisis. Germany is experiencing a significant economic downturn. While CEOs and CFOs are concerned about the future of their companies, some brand managers continue […]