The Business of Brand Management | Page 5

SHORTS

Everything stays the same - and that is political

TO BE DISCUSSED

Cracker Barrel actually just wanted to dust itself off a bit: less decoration, clearer colors, a slimmed-down logo. Four restaurants in the USA have already been modernized […]

Back to school, marketing!

Alexander Rauch

TO BE DISCUSSED

For all the kids and teens out there, it's been "Back to School!" for two weeks now. Of course, you have to look good for the start […]

Market value is not created by performance alone

Laura Schreiner

TO BE DISCUSSED

Tennis has always been a sport of elegance. But elegance alone does not create value. In today's tennis world, it is not only the score that determines […]

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 […]

Editorials

Raymond Loewy, the spirit of the times and the M.A.Y.A. principle: how much 'modernity' can a brand tolerate?

In both design and communication, the question of innovation arises time and again. How much innovation is necessary or acceptable or unacceptable to convey a brand, product […]

Editorials

Destruction by War and Rising Brand Values

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

War and brand. What at first glance appears to be a contradiction should be read as a symbiosis. War destroys value; brands create it. And yet the […]

Editorials

On the Footnotes of Brand Narratives.

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

A footnote is a peculiar creature. It exists inside the text and yet somehow outside it. It belongs, but not to the core. It carries meaning, but […]

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 […]

Opinions

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 […]

Opinions

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 […]

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 […]