The Business of Brand Management | Page 3

SHORTS

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 […]

When success becomes too great

TO BE DISCUSSED

Airbnb began as a simple idea: a bed with locals instead of expensive hotels, personal contact, authentic travel. Today it is a billion-dollar company - and in […]

Between laughter and mission statement

TO BE DISCUSSED

While other brands use glossy images and soft claims to attract attention, Sixt drives straight through the middle with meme culture and political exaggeration - always a […]

Next Gen, Same Spirit

Laura Schreiner

TO BE DISCUSSED

A thought on changing roles with attitude. At Spirit for Brands, we believe that brands should be allowed to develop - just like the people who manage […]

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 […]

Editorials

Branding?

PERSPECTIVES

Mapping a term: origin, meaning and interpretation. Some time ago, John Rushworth, a partner at Pentagram London, wrote the foreword to the publication Brand Identity Now: 'Branding […]

Editorials

Thinking ahead for the brand: shaping the future instead of just passing it on.

Laura Schreiner

Many companies treat their brand like a valuable heirloom - something to be preserved rather than developed. But if you want to shape the future, you have […]

Editorials

Intuition, Identity, Impact: The Power of Industrial Design

Johannes Christensen Andrea Mocellin

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 […]

Editorials

Notes on dealing with customers, the media and the public*

Prof. Kurt Weidemann

Anyone who works successfully and competently in their profession should also be where they should always be when dealing with customers, the public and the media: fully focused.

Editorials

HOW CAN A PHARMA BRAND SUPPORT ITS INTERNATIONAL EXPANSION WITH A CLEAR, DIFFERENTIATED IMAGE?

The example of Devatis shows how strategic brand work and design go hand in hand to open up complex markets. Strategic challenge: putting a pharmaceutical brand on […]

Editorials

The Circular Shift: How Brands Are Turning Sustainability into Competitive Advantage

In this article, I explore the transformative impact of Circular Branding on modern brand strategy, emphasising its pivotal role in fostering sustainability within consumer markets.

Opinions

The ends of the parabola

Uli Mayer-Johanssen

RE-VIEW

If we save ourselves poor, it makes people ill. If there is too much choice, it makes us unhappy - despite our enthusiasm for diversity. Not only […]

Opinions

Brave new world in ruins (2)

Uli Mayer-Johanssen

RE-VIEW

The willing executors In the early days of digital media, the pioneers marketed themselves as the saviors of a world without borders. Today, they are proving to […]

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 […]

Interviews

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 […]