The Business of Brand Management | Page 6

SHORTS

Let's get serious, or: No more naked swimmers!

Alexander Rauch

TO BE DISCUSSED

In light of President Trump's new visionary proposals for the future of the USA and the global economy, Germany's star economist Marcel Fratzscher warns: We in Germany […]

Let's think the other way round: Develop brand transformation from the end.

Prof. Gregor Ade

IMPULSE

Brand implementation refers to the process of introducing a (modified or new) brand image - within the company itself and on the market. The aim is to […]

When the party's over... I'm over. Or is it?

TO BE DISCUSSED

Dear reader, Everyone really knows Tupperware. And there must be a few tins in the cupboard somewhere, from mom ... Or are they in the cellar? Yes, […]

"Holistic": more than just a buzzword.

Prof. Gregor Ade

IMPULSE

Holism has become a buzzword in many areas. This is also the case in branding and marketing, where the term does not describe a fad, but rather […]

Who cares?

Alexander Rauch

TO BE DISCUSSED

Dear reader, The other day at the kitchen table: The fourteen-year-old reports that a schoolmate - let's call him Jan-Torben - has done all his English work […]

Government efficiency or brand destruction?

To be discussed

Dear reader, Since Elon Musk has been rampaging around as Donald Trump's chief advisor or personal cost-cutter (official title: "Special Government Employee"), he has not only cut […]

The Role Of Corporate Brands In Competitive Advantage.

To Be Discussed

Dear reader, The importance of the success factor "strong corporate brand" in many facets of the company has rightly moved into the consciousness of brand management (with […]

2025 - bad prospects for the hoodie!

Alexander Rauch

To Be Discussed

Dear reader, Has Mark Zuckerberg thrown himself into the dust in the face of Trumpism? Or is the abandonment of fact-checking the well-deserved end of left-liberal hegemony? […]

What do people think about Germany?

Alexander Rauch

To Be Discussed

Dear reader, As we know, there are many country rankings - the one by WPP, Wharton and US News is one of the more serious ones, as […]

Editorials

The economy of disappearance: about places where brands have no business being.

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

In the attention economy, one thing seems certain: visibility equals success. This idea has become one of the unquestioned core assumptions of our time. Brands are seen […]

Editorials

Identity, brand, future (IV)

PERSPECTIVES

A discussion with AI as an experiment. In the previous three parts of the interview, we spoke with the Chinese chatbot DeepSeek. But there are a whole […]

Editorials

From strong brands to heavy earths. A geopolitical turning point?

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Brands are—par excellence—the symbol of Western world order. They represent not just products but power, influence, identity. Apple, Microsoft, IBM, Ford, Coca-Cola, Nike, McDonald’s, Google, ExxonMobil, Pfizer, […]

Editorials

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 […]

Editorials

The branded enemy. How Trump turns people into labels

Prof. Dr. Jürgen Häusler

In early July, a journalist asked Donald Trump a question about political responsibility for the recent flooding in Florida. Trump did not respond with facts or policy—he […]

Editorials

Brave new world in ruins (2)

Uli Mayer-Johanssen

RE-VIEW

The willing executors In the early days of digital media, the pioneers marketed themselves as the saviors of a world without borders. Today, they are proving to […]

Editorials

Warning: Nation branding can lead to a loss of reality.

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Jessica Gienow-Hecht is a leading historian of transnational cultural and foreign policy. All the more reason for branding experts to be curious about her new book: Vom Staat […]

Opinions

Trump™

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Welcome to the age of political branding. Parties become platforms, candidates become brands, election campaigns turn into marketing campaigns: emotionalized, designed, media-ready. To succeed today, you don’t […]

Opinions

Papal election™

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Some brands stand for trust. Others for innovation, sustainability, or adventure. And then there is the Vatican. An organization whose symbolic power is built on a paradoxical […]