The Business of Brand Management | Page 3

SHORTS

What should I wear? Your dress code for the World Cup.

Alexander Rauch

TO BE DISCUSSED

We’ll keep it short for you today—we know you need to pop into the supermarket to grab some beer and chips. Because today marks the start of […]

You can't get in here for free!

Alexander Rauch

TO BE DISCUSSED

Of course, we don't know what you believe, and it's none of our business - but if you're Catholic, you might be celebrating Corpus Christi tomorrow. In […]

Ferrari. We need to talk.

Alexander Rauch

TO BE DISCUSSED

Yes, we can't help it either: today it simply has to be about the new Ferrari Luce. But as they say: first weigh, then dare. So, instead […]

So that's it for minimalism?

Alexander Rauch

TO BE DISCUSSED

The internet is once again very excited: Spotify has changed the app icon! To mark its anniversary, the "iconic" flat green circle has become a 3D disco […]

They're crazy, the ...

Alexander Rauch

TO BE DISCUSSED

A few years ago, a Polish armaments company had a great idea: its products were to be marketed under the name "Obelix" from then on, as this […]

Post-factual.

Alexander Rauch

TO BE DISCUSSED

As is so often the case, the headlines were rather abbreviated: ARD ran the headline: "Deutsche Post will soon be called DHL." Well. The fact is: Deutsche […]

Brand management in the age of AI: When technology sets new standards.

Laura Schreiner

TO BE DISCUSSED

Many companies are testing AI, automating initial processes and hoping for efficiency gains. However, AI has long been more than just an operational tool: it is changing […]

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 […]

Editorials

Comparing the Incomparable? When Adolf Hitler and Donald Trump Turn Nations into Brands.

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

For now, any comparison between Nazi Germany under Adolf Hitler and the United States under Donald Trump almost seems to rule itself out. Politically and historically, the […]

Editorials

THE BOARD DOESN’T CARE ABOUT YOUR BRAND ARCHITECTURE

It cares about concentration, risk, and return. In late February, WPP announced WPP Creative — a new umbrella structure folding Ogilvy, VML, AKQA and Burson into a […]

Editorials

MESSY BRAND ARCHITECTURE IS A LEADERSHIP ISSUE

Why technically correct architecture systems often fail inside real organisations. The notion that brand architecture systems are neatly organised into categories like ‘Branded House’, ‘Subbranded’, ‘Endorsed Brands’ […]

Editorials

The immoderate brand

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Rainer Paris recently published an essay on Soziopolis (www.soziopolis.de) that, at first glance, seems to have little to do with brands. Mediocrity and the Pitfalls of Perfection. […]

Editorials

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 […]

Editorials

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

Günther Misof

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 […]

Editorials

A CITY LIKE NO OTHER.

Jennifer Rickers Johannes Christensen

An interview with Jennifer Rickers about city brands, leadership and building a new identity for Dortmund. When Jennifer Rickers took over her role in Dortmund, many things […]

Opinions

THE ART AND FUNCTION OF THE FUGUE IN CORPORATE DESIGN.

Prof. em. Olaf Leu

A STUDY The spring of 2026 will long remain in the memories of Frankfurt’s residents. No fewer than two major design-related events caused an increasing stir. First, […]

Opinions

When Branding Becomes Marketing, Strategy Breaks

Why organizations that conflate the two, risk sacrificing long-term value for short-term performance. In many organizations today, branding has become increasingly difficult to distinguish from marketing. The […]

Interviews

Human brand

Günther Misof Moritz Schwack

Interview by Günther Misof with Moritz Schwack, Managing Partner of SWING Collections GmbH in Schermbeck. Moritz, we got to know each other some time ago. I was […]

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 […]