The Business of Brand Management | Page 6

SHORTS

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 […]

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 […]

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 […]

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 […]

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 […]