Brand Communication

Brand Spotlight: Time for a Midterm Review.

Laura Schreiner

TO BE DISCUSSED

In late 2025, McKinsey described a remarkable trend in its study “State of Marketing Europe 2026”: European marketing executives cited branding as their top priority for 2026, […]

How to avoid becoming a successful brand consultant?

Prof. Dr. Jürgen Häusler

Anyone wishing to avoid a successful career in brand consulting – and who wouldn't? – should take precautions early on. Studying the social sciences is a good […]

Functional Foods: Where Do the Health Benefits End and the Marketing Begin?

Laura Schreiner

TO BE DISCUSSED

Protein yogurt, omega-3 eggs, kombucha with an adaptogen boost, or Fibermaxxing (high in fiber): When shopping, many of these products sound like a major health upgrade. Functional […]

Are you serious?

Prof. Dr. Jürgen Häusler

SATIRICAL COLUMN

A commentary on the article “Brands Must Always Stay in Control” by Lisa Krick of MetaDesign, published in PAGE on October 19, 2026. https://page-online.de/branche-karriere/marken-muessen-immer-die-kontrolle-behalten/ This is probably […]

Oops … they've done it again!

Alexander Rauch

TO BE DISCUSSED

It was December 2025 when the Strenesse brand finally traded Milan Fashion Week for the clearance bin at Lidl in Oer-Erkenschwick. Criticism from brand experts was not […]

1 2 3 4 5 6 … 13 Weiter