The Business of Brand Management | Page 3

SHORTS

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 […]

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 […]

Editorials

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 […]

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 […]

Editorials

The Future Lives in the City. How the Urban Reinvents the Brand

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

The nation-state was the dominant political imagination of industrial modernity. It organized territories, populations, infrastructures, loyalties, identities, and historical narratives. Above all, however, it organized perception. Modernity […]

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 […]

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

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 […]