The Business of Brand Management | Page 3

SHORTS

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 […]

Why brands are not simply inherited, but handed over for further development

Laura Schreiner

TO BE DISCUSSED

A thought on the generational change in brand management. Many companies are currently facing a change. In our company too. New decision-makers are taking on responsibility for […]

Ford finally American, or: When in a hole, stop digging!

Alexander Rauch

TO BE DISCUSSED

Good news for the weekend: The two Cologne power brands "FC" and Ford are extending their sponsorship, pardon, their partnership, until 2029. At Ford, they talk about […]

Gloss without content

TO BE DISCUSSED

Another debate about Cannes? Yes, unfortunately. Because what was once considered a stage for creative excellence looks more like an award-winning sham giant than ever in 2025. […]

Not so quiet luxury

Alexander Rauch

TO BE DISCUSSED

It's well known that taste is a matter of debate, and we personally are fans of concepts such as "stealth wealth" and "silent luxury": if worn with […]

Tech or touch? Touch and tech!

Walter Brecht Julia Thull

TO BE DISCUSSED

The new Thermomix is on the market and is selling like hotcakes again: over 300,000 pre-orders for the new model, record sales of EUR 1.7 billion at […]

Love goes, brand stays.

Alexander Rauch

TO BE DISCUSSED

Apparently equally important for "Spiegel" and "Bild": Brax terminates the advertising contract with ex-power couple Basti Schweinsteiger and Ana Ivanović ahead of schedule. The two are obviously […]

Posture comes from holding

TO BE DISCUSSED

Another discussion about whether brands should take a stance on social and political issues? Yes, unfortunately. Since the new US administration has been trolling the LGBTQ+ movement, […]

Attitude is not a question of the moment

Laura Schreiner

TO BE DISCUSSED

It wasn't just tennis fans who watched: Rafael Nadal's last appearance at Roland Garros. No victory, no title, no grand final. And yet: a moment that made […]

Editorials

Are city brands valuable? From Claims to Calculations

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

In June 2024, Dortmund’s city council adopted a new brand narrative. By May 2025, the corresponding design was introduced. Under the guiding claim “The Only One of […]

Editorials

All corporate, or what?

Prof. em. Olaf Leu

Before | After

The information magazine "BluePrint" from wirDesign, Braunschweig/Berlin, posed some questions about corporate design in one issue and titled the whole thing with the questioning headline […]

Editorials

Trust, look, who!

Prof. em. Olaf Leu

Before | After

Let's start with a look back: in 1983, the industry magazine published by Süddeutscher Verlag in Munich announced the competition "The best annual report". Winfried Wilhelm, editor-in-chief and also [...]

Editorials

On typography and its origins

Prof. em. Olaf Leu

Before | After

Comment by the Editor-in-Chief | Johannes Frederik Christensen The Business of Brand Management sheds light on brand management in the context of the present and history. This […]

Editorials

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 […]

Editorials

The economy of disappearance: about places where brands have no business being.

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

In the attention economy, one thing seems certain: visibility equals success. This idea has become one of the unquestioned core assumptions of our time. Brands are seen […]

Editorials

Identity, brand, future (IV)

PERSPECTIVES

A discussion with AI as an experiment. In the previous three parts of the interview, we spoke with the Chinese chatbot DeepSeek. But there are a whole […]

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 […]

Opinions

Brave new world in ruins

Uli Mayer-Johanssen

RE-VIEW

Disillusionment is spreading. Yesterday's saviors are proving to be the gravediggers of tomorrow's freedom. Amazon, Google, Facebook, the pioneers of a world without borders, a world of […]

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 […]