The Business of Brand Management | Page 5

SHORTS

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 […]

Marathon, not a sprint.

Alexander Rauch

TO BE DISCUSSED

At Puma, still the global number three in the sporting goods market, things have not been going well for some time; but the current quarterly figures are […]

Stay as you are. Really.

TO BE DISCUSSED

We all know that nervous twitch in marketing: as soon as something is going well, someone shouts "We have to do something new!" New campaign, new logo, […]

Do brands create growth - or do they slow it down?

Alexander Rauch

TO BE DISCUSSED

This year's Nobel Prize in Economic Sciences was awarded to Philippe Aghion, together with two other scientists. His work focuses on growth through innovation, or more precisely: […]

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 – […]

Editorials

Openness instead of simplicity

Hadi Teherani Elke Malek Johannes Christensen

On designing without dogma and the ambition to make every project a benchmark. A conversation with Hadi Teherani about attitude, holism, and why the strongest designs often […]

Editorials

A brand for Frankfurt. Really?

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

“How Frankfurt Wants to Become a Brand.” Daniel Schleidt’s article in the Frankfurter Allgemeine Zeitung of 14 February 2026 does not offer much beyond the predictable. When […]

Editorials

AI requires a new way of thinking - for business and society

We are discussing the impact of AI on branding, marketing and corporate communications with great passion. This is important and right. However, perhaps we should take a step back […]

Opinions

Transformation is not reinvention: Why clarity is the most underrated growth strategy.

Gion-Men Krügel

Walk into an established company and you'll hear a familiar frustration. The sales department says the product is excellent, but growth has slowed down. Marketing says that […]

Opinions

Walkers Welcome

What has a stock price got to do with brand? Everything. Bill Bowerman built Nike on one idea: if you have a body, you're an athlete. A […]

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 […]