The Business of Brand Management | Page 15

SHORTS

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

Do Strong Brands Distinguish Themselves Through Clear Value Orientations? Radio Yerevan: "In principle, yes, but…"

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

As brand strategists, we tirelessly repeat that strong brands are characterized by clear value orientations. Most recently, this [...]

Opinions

"Make America Great Again!"Or: The Brand Strategist as Court Jester?

Prof. Dr. Jürgen Häusler

A Modest Proposal

It exists: an organization that promotes the USA as a brand worldwide. Even now: "Brand USA"(https://www.thebrandusa.com/) is looking for more employees. At least for now. As a public-private partnership, […]