The Business of Brand Management | Page 4

SHORTS

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 […]

Does it have to be, or: lack of impulse control in marketing?

Alexander Rauch

TO BE DISCUSSED

Actually, we're not the kind of people who always start every spontaneous marketing stunt by asking which minority might - perhaps, possibly, possibly - feel offended. But […]

Scandal - prices totally left-leaning!

Alexander Rauch

TO BE DISCUSSED

There are repeated discussions about abolishing "small change": Namely, the one-cent coin, and preferably the two-cent coin as well. It is well known that the cost of […]

Price elasticity to go

Alexander Rauch

TO BE DISCUSSED

Many marketing managers first learned from the deserving Herrmann Simon what every economist has always known: it is very worthwhile to understand the price elasticity of demand. […]

Could have, would have, supply chain.

Laura Schreiner

TO BE DISCUSSED

Silver has long been regarded as the democratic precious metal: valuable enough for special occasions, but affordable enough for everyday wear. And above all: predictable. This is […]

130 years in the rapport

Alexander Rauch

TO BE DISSCUSSED

Like us, you probably still have it somewhere in your cellar: the wardrobe trunk that your great-grandparents used to board the Orient Express and various passenger liners […]

More than this

Alexander Rauch

TO BE DISCUSSED

The start of a new year is sometimes associated with the hope that some things might actually improve. For example, there were moderate signs that "virtue signaling", […]

It's off to a good start!

Alexander Rauch

TO BE DISCUSSED

As a brand fanatic, the most important event at the beginning of the year has of course not escaped your attention: The hype surrounding the Nike tracksuit […]

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 […]

Editorials

What remains when everything shifts.

Conviction · Clarity · Shaping: A Triad for Brand Leadership That Works. There are moments when you sense that the guiding thread has gone missing. Not because […]

Editorials

The importance of brand language in times of AI and agents.

Why language is becoming the ultimate differentiator. Brands are facing a double disruption. On the one hand, conversational or generative AI is changing the way people search […]

Editorials

Hesse in New Clothes: Why a State Redesign Makes Sense — and Why It Must Be Only the Beginning

After 22 years, Hesse is getting a new corporate design — and with it a debate as old as public design itself: should the state be spending […]

Editorials

Administered, not designed: criticism of the redesign of the State of Hessen's branding

At first glance, the new visual identity of the State of Hessen appears to be the visual embodiment of the old adage, 'Everyone has the image they […]

Editorials

Making the Case for Marketing: How Budget Decisions Are Really Won

Marcelo Ferrarini Carneiro

“… sounds good but we don’t have enough marketing budget at my company.” How many times have you heard this point before? Have you been through it […]

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

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 […]