The Business of Brand Management | Page 8

SHORTS

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 […]

Do soccer fans and investors tick the same way?

Alexander Rauch

To Be Discussed

Dear reader, Identity means the perception of one's own situation and characteristics, manifested through specific personality traits, beliefs, forms of expression and actions - and sometimes through […]

Editorials

All corporate, or what?

Prof. em. Olaf Leu

Before | After

The information magazine "BluePrint" from wirDesign, Braunschweig/Berlin, posed some questions about corporate design in one issue and titled the whole thing with the questioning headline […]

Editorials

Trust, look, who!

Prof. em. Olaf Leu

Before | After

Let's start with a look back: in 1983, the industry magazine published by Süddeutscher Verlag in Munich announced the competition "The best annual report". Winfried Wilhelm, editor-in-chief and also [...]

Editorials

On typography and its origins

Prof. em. Olaf Leu

Before | After

Comment by the Editor-in-Chief | Johannes Frederik Christensen The Business of Brand Management sheds light on brand management in the context of the present and history. This […]

Editorials

Ingenuity that works: What it takes to build a true challenger brand in aviation

Amaury Barberot Johannes Christensen

A conversation with the CEO of Expliseat on timing, transformation, and leadership in brand building. Expliseat is a true game changer, not only in the French industry, but […]

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, […]

Opinions

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 […]

Opinions

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 […]