The Business of Brand Management | Page 2

SHORTS

Tech needs touch.

Alexander Rauch

TO BE DISCUSSED

Gucci, Balenciaga, Bottega Veneta, Brioni, Saint Laurent ... no, this list does not describe our closet, but the brand portfolio of the luxury group Kering. However, the […]

Narrative strong, customers not, or: Close to zero.

Alexander Rauch

TO BE DISCUSSED

Even though more electric cars have been registered recently thanks to government bonuses and rising petrol costs, the electrification of the car world is far from taking […]

Not Many People Know That!

Alexander Rauch

TO BE DISCUSSED

Did you know that the great Michael Caine celebrated his 93rd birthday these days? It is well known that the phrase "Not many people know that" is […]

Fits already? Or does it fit exactly?

Laura Schreiner

TO BE DISCUSSED

There's this one moment after buying furniture: you're sitting on the floor, surrounded by boards, plugs and screws that all look the same - but aren't. And […]

What else? Maybe Dua Lipa.

Laura Schreiner

TO BE DISCUSSED

George Clooney has been doing it for almost two decades. With a look into the camera, a touch of silver slapping and two words - "What else?" […]

Dubai, infinity pools and the five phases according to Kübler-Ross

Alexander Rauch

TO BE DISCUSSED

Well, it was a bit striking how German Dubai influencers have been enthusing about safety in the emirate over the last few days: Everything is completely normal […]

So what? We stand by it!

Alexander Rauch

TO BE DISCUSSED

Every teenager learns this cultural technique at some point: if someone insults you harshly, then rejecting or denying it is often the wrong reaction - on the […]

Does it have to be, or: lack of impulse control in marketing?

Alexander Rauch

TO BE DISCUSSED

Actually, we're not the kind of people who always start every spontaneous marketing stunt by asking which minority might - perhaps, possibly, possibly - feel offended. But […]

Scandal - prices totally left-leaning!

Alexander Rauch

TO BE DISCUSSED

There are repeated discussions about abolishing "small change": Namely, the one-cent coin, and preferably the two-cent coin as well. It is well known that the cost of […]

Editorials

Transformation is not reinvention: Why clarity is the most underrated growth strategy.

Gion-Men Krügel

Walk into an established company and you'll hear a familiar frustration. The sales department says the product is excellent, but growth has slowed down. Marketing says that […]

Editorials

Walkers Welcome

What has a stock price got to do with brand? Everything. Bill Bowerman built Nike on one idea: if you have a body, you're an athlete. A […]

Editorials

Not Understanding Trump.

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Everyone wants to understand Donald Trump. That is not only admirable. It is a business model. Experts explain, commentators contextualize, brand strategists speak of “narratives.” A discursive […]

Editorials

From Making to Meaning

Florestano Compagno

Europe’s Opportunity to turn Product Excellence into Brand-led Value. The way a geography creates its most distinctive value often defies its clichés. The US's edge lies in […]

Editorials

What remains when everything shifts.

Conviction · Clarity · Shaping: A Triad for Brand Leadership That Works. There are moments when you sense that the guiding thread has gone missing. Not because […]

Editorials

The importance of brand language in times of AI and agents.

Why language is becoming the ultimate differentiator. Brands are facing a double disruption. On the one hand, conversational or generative AI is changing the way people search […]

Editorials

Hesse in New Clothes: Why a State Redesign Makes Sense — and Why It Must Be Only the Beginning

After 22 years, Hesse is getting a new corporate design — and with it a debate as old as public design itself: should the state be spending […]

Opinions

Constituted by the past, not enslaved by it

Building the future without abandoning what matters. In "Amarelo, Azul e Branco", Rita Lee (1947–2023), the Brazilian rock goddess for six decades, penned one of the most […]

Opinions

AI does not uncover marketing problems. It uncovers management problems.

Gion-Men Krügel

For years, organisations have worried about whether artificial intelligence would replace jobs, disrupt industries or fundamentally change how businesses operate. In my view, that conversation is already […]

Interviews

Intuition, Identity, Impact: The Power of Industrial Design

Andrea Mocellin Johannes Christensen

A conversation with Andrea Mocellin on design, mobility, and the strategic role of intuition. Andrea Mocellin doesn’t just design objects – he designs how we move, interact, and […]

Interviews

Ingenuity that works: What it takes to build a true challenger brand in aviation

Amaury Barberot Johannes Christensen

A conversation with the CEO of Expliseat on timing, transformation, and leadership in brand building. Expliseat is a true game changer, not only in the French industry, but […]