The Business of Brand Management | Page 3

SHORTS

When the laughter gets stuck in the station

Alexander Rauch

TO BE DISCUSSED

Anke Engelke is a very good actress, she can play very different roles, and: Anke Engelke is funny. That's why she's perfect for the role of "Tina", […]

Latte or avalanche?

TO BE DISCUSSED

"Mountainwear Misuse" - the name of this new Mammut campaign alone sounds like a good broadside in the direction of those who prefer to wear their hardshells […]

War is over! Or: Who owns the kebab?

Alexander Rauch

TO BE DISCUSSED

Germany in fear: Would the application by Udofed, the International Kebab Association based in Turkey, to include the kebab in the EU list of guaranteed traditional specialties […]

Divide and merge. And then?

Alexander Rauch

TO BE DISCUSSED

Once again, the cards are being reshuffled in the global CPG business: Ferrero is once again on a shopping spree and is now buying W.K. Kellog (after […]

Everything stays the same - and that is political

TO BE DISCUSSED

Cracker Barrel actually just wanted to dust itself off a bit: less decoration, clearer colors, a slimmed-down logo. Four restaurants in the USA have already been modernized […]

Back to school, marketing!

Alexander Rauch

TO BE DISCUSSED

For all the kids and teens out there, it's been "Back to School!" for two weeks now. Of course, you have to look good for the start […]

Market value is not created by performance alone

Laura Schreiner

TO BE DISCUSSED

Tennis has always been a sport of elegance. But elegance alone does not create value. In today's tennis world, it is not only the score that determines […]

Without brand language, AI remains a voice without a face

Laura Schreiner

TO BE DISCUSSED

When AI understands emotions - brand language determines trust and recognition. Today, artificial intelligence can do more than just execute commands. It listens, it recognizes patterns, it […]

I never said that! At least not like that!

Alexander Rauch

TO BE DISCUSSED

If, as we can safely assume, you not only read our newsletters but also remember them, you will of course know that three years ago we already […]

Editorials

On the Footnotes of Brand Narratives.

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

A footnote is a peculiar creature. It exists inside the text and yet somehow outside it. It belongs, but not to the core. It carries meaning, but […]

Editorials

About typography for non-typographers. And orientation for brand managers.

Prof. em. Olaf Leu

GOLDEN RULES (1) Dealing with language - until the mid-seventies it was cast in lead. Experiences made by typesetter Olaf Leu from 1954 to 1957 in the […]

Editorials

Images shape brands.

PERSPECTIVES

I recently attended a party hosted by Dafi Kühne, one of my former students who has since become a renowned designer. He prints all his work himself, […]

Editorials

The label as an ambassador for the brand*

The art of making a name for oneself through outstanding achievements was already successfully practiced in ancient Greece: by sculptors, sword and shield smiths, writers […]

Editorials

A world without brands

What remains when brands one day disappear?A reflection on meaning, soul and responsibility in a perfectly smooth world … more. For more than twenty-five years, I’ve been […]

Editorials

Good designers are dangerous*

Prof. em. Olaf Leu Bodo Rieger

1. for those customers who give wishy-washy information instead of justifying facts and positions. For example: The added value and unique position of their branded products […]

Editorials

Brand resilience in the digital space

Thorsten Greiten

What does the brand management of the future need to consider? If you want to look into the future, you should take a brief look back at […]

Opinions

Good designers are dangerous*

Prof. em. Olaf Leu Bodo Rieger

1. for those customers who give wishy-washy information instead of justifying facts and positions. For example: The added value and unique position of their branded products […]

Opinions

A more user-friendly government? A (very) bad joke.

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Donald J. Trump has never been shy about his obsession with appearances. From the gold-plated bathrooms of Trump Tower to his insistence that hamburgers be served on […]

Interviews

Trump™. The interview

Prof. Dr. Jürgen Häusler

The following interview is fictitious. It was conducted via ChatGPT. JH: Mr. President. I recently referred to you as a brand. [https://tbobm.com/4718/trump/] What’s your response? DT: A […]

Interviews

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 […]