The Business of Brand Management | Page 5

SHORTS

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 […]

Posture comes from holding

TO BE DISCUSSED

Another discussion about whether brands should take a stance on social and political issues? Yes, unfortunately. Since the new US administration has been trolling the LGBTQ+ movement, […]

Attitude is not a question of the moment

Laura Schreiner

TO BE DISCUSSED

It wasn't just tennis fans who watched: Rafael Nadal's last appearance at Roland Garros. No victory, no title, no grand final. And yet: a moment that made […]

Progress is a formality

Alexander Rauch

TO BE DISCUSSED

There is a lot of moaning about how we are delaying the "mobility turnaround". And the moral cudgel is always involved: Apparently, a large proportion of car […]

How political should brands be?

TO BE DISCUSSED

Dear reader, We maintain that the central task of brands is a purely economic one - ensuring sales and earnings for the brand owner. Of course, this […]

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 […]

Editorials

A more user-friendly government? A (very) bad joke.

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Donald J. Trump has never been shy about his obsession with appearances. From the gold-plated bathrooms of Trump Tower to his insistence that hamburgers be served on […]

Editorials

Communication as a service using the example of a city

PERSPECTIVES

When we talk about public design, communication, or branding, we must first make a clear distinction between public institutions and commercial enterprises. A public institution […]

Opinions

A more user-friendly government? A (very) bad joke.

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Donald J. Trump has never been shy about his obsession with appearances. From the gold-plated bathrooms of Trump Tower to his insistence that hamburgers be served on […]

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 […]