The Business of Brand Management | Page 4

SHORTS

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 […]

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 […]

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

Andrea Mocellin Johannes Christensen

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.

Editorials

Why lived values are becoming a key resource for corporate communication

Valentin Heisters

Communicating your own brand is becoming increasingly difficult to control. Today, people are quicker to recognize the attitudes behind statements and actions - they distinguish between substance […]

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

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 […]

Interviews

"Go out and play soccer!"

We are not interested in praising the well-known Schneider winery and its brand. Rather, we want to make it clear that a CEO with courage, a sense […]