The Business of Brand Management | Page 5

SHORTS

Without brand language, AI remains a voice without a face

Laura Schreiner

TO BE DISCUSSED

When AI understands emotions - brand language determines trust and recognition. Today, artificial intelligence can do more than just execute commands. It listens, it recognizes patterns, it […]

I never said that! At least not like that!

Alexander Rauch

TO BE DISCUSSED

If, as we can safely assume, you not only read our newsletters but also remember them, you will of course know that three years ago we already […]

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 […]

Editorials

About typography for non-typographers. And orientation for brand managers.

Prof. em. Olaf Leu

GOLDEN RULES (1) Dealing with language - until the mid-seventies it was cast in lead. Experiences made by typesetter Olaf Leu from 1954 to 1957 in the […]

Editorials

Images shape brands.

PERSPECTIVES

I recently attended a party hosted by Dafi Kühne, one of my former students who has since become a renowned designer. He prints all his work himself, […]

Editorials

The label as an ambassador for the brand*

The art of making a name for oneself through outstanding achievements was already successfully practiced in ancient Greece: by sculptors, sword and shield smiths, writers […]

Editorials

A world without brands

What remains when brands one day disappear?A reflection on meaning, soul and responsibility in a perfectly smooth world … more. For more than twenty-five years, I’ve been […]

Editorials

Good designers are dangerous*

Prof. em. Olaf Leu Bodo Rieger

1. for those customers who give wishy-washy information instead of justifying facts and positions. For example: The added value and unique position of their branded products […]

Editorials

Brand resilience in the digital space

Thorsten Greiten

What does the brand management of the future need to consider? If you want to look into the future, you should take a brief look back at […]

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 […]

Opinions

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

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, […]

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 […]