The Business of Brand Management | Page 6

SHORTS

When the laughter gets stuck in the station

Alexander Rauch

TO BE DISCUSSED

Anke Engelke is a very good actress, she can play very different roles, and: Anke Engelke is funny. That's why she's perfect for the role of "Tina", […]

Latte or avalanche?

TO BE DISCUSSED

"Mountainwear Misuse" - the name of this new Mammut campaign alone sounds like a good broadside in the direction of those who prefer to wear their hardshells […]

War is over! Or: Who owns the kebab?

Alexander Rauch

TO BE DISCUSSED

Germany in fear: Would the application by Udofed, the International Kebab Association based in Turkey, to include the kebab in the EU list of guaranteed traditional specialties […]

Divide and merge. And then?

Alexander Rauch

TO BE DISCUSSED

Once again, the cards are being reshuffled in the global CPG business: Ferrero is once again on a shopping spree and is now buying W.K. Kellog (after […]

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 […]

Editorials

Brand Architecture: It’s not a naming exercise. It’s a growth system.

Why the way your brands connect, signal, and scale determines whether your portfolio accelerates or collapses under its […]

Editorials

AI is rewriting the rules for building strong brands

Erich Joachimsthaler Ph.D.

The ideal world of marketing has always been clearly defined. Recognizing demand, reacting at the right moment and learning from every interaction. Not occasionally, but millions of […]

Editorials

The big bluff

Prof. em. Olaf Leu

Before | After

The designer is in constant motion. He hops from branch to branch, from job to job. This movement stems from his inner and outer restlessness. It is certainly associated with doubts and […]

Editorials

LET'S TALK TYPE. LET TYPE TALK.

Prof. em. Olaf Leu

Fictitiously the conference table. The protagonists of writing and advertising art gathered around it are fictitious. What is not fictitious is the room, the Olaf Leu archive […]

Editorials

Hans Domizlaff, inventor of brand technique

Historically speaking, the whole thing is nothing new. Even at the beginning of our century, Walter Rathenau and his artistic advisor, Peter Behrens, developed concepts 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 […]

Opinions

Not Understanding Trump.

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Everyone wants to understand Donald Trump. That is not only admirable. It is a business model. Experts explain, commentators contextualize, brand strategists speak of “narratives.” A discursive […]

Opinions

From Making to Meaning

Florestano Compagno

Europe’s Opportunity to turn Product Excellence into Brand-led Value. The way a geography creates its most distinctive value often defies its clichés. The US's edge lies in […]