The Business of Brand Management | Page 5

SHORTS

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 […]

If you need an hour to yourself during the Christmas season ...

Alexander Rauch

TO BE DISCUSSED

Of the global beer brands, probably none is as clearly positioned as Corona - with the exception of Guinness perhaps, but who would seriously call that a […]

Who's the boss here?

Alexander Rauch

TO BE DISCUSSED

When Daniel Grieder became CEO of Hugo Boss in 2021, better times had already been seen in Metzingen: Gone were the fat years when Germany's middle management […]

Who roams around Puma?

TO BE DISCUSSED

The undergrowth of the sporting goods world is rustling - and this time it doesn't just seem to be the wind. Takeover rumors are circulating around Puma, […]

A dark day for the brand.

Alexander Rauch

TO BE DISCUSSED

Did you know that the term "Black Friday" was originally coined by the Philadelphia Police Department to describe the chaotic (and thieving) conditions on the streets that […]

Square, practical... controversial?

TO BE DISCUSSED

Sometimes a big question is sparked by a small shape. In this case: the square. Ritter Sport is now defending its famous packaging format against the "Monnemer […]

Three seconds to hell.

Alexander Rauch

TO BE DISCUSSED

According to WirtschaftsWoche, the future mayor of New York (a large city in the USA and almost as important as Cologne) owes his success above all to […]

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 […]

Editorials

An Insignificant shift in terminology? When Gestaltung becomes design.

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

REREADING. RETHINKING. (1)

“Alles Design” – that is the title of Kursbuch 106, published in December 1991. No question mark. No hesitation. No tentative weighing of alternatives. “Everything is design” […]

Editorials

Aufbruch Marke: How We Reframe Growth

Europe seems to have grown used to an underlying feeling: too much at once, too little direction. You sense it in conversations with business leaders, in boardrooms, […]

Editorials

Unshittification: The Branding Mandate of a Degraded Information Economy

Philosopher Byung-Chul Han describes our current condition as the Hell of the Same. It is a state where distinctiveness is smoothed over, friction is eliminated and everything […]

Editorials

Rereading. Rethinking.

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

REREADING. RETHINKING.

Expanding the intellectual space of the brand world. Disciplinarily – beyond the confines of our own field. Temporally – through a deliberate look back. And methodologically – […]

Opinions

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. […]

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 […]

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 […]