Brand Communication

In Praise of Boredom.

Alexander Rauch

TO BE DISCUSSED

When mainstream brands want to go “premium,” there’s a good reason for it: profit margins. In saturated markets, it’s difficult to increase sales volume; due to persistent […]

The Gap That Doesn't Respond.

Maschinensicht

Why the unsaid works on people and disappears for machines. Erich Posselt recently published a piece here that I believe is right. His text distinguishes clarity from […]

A cookie for the cooler bag.

Laura Schreiner

TO BE DISCUSSED

Today is another one of those days when the question of what to snack on practically answers itself: something cold, please. Ice cream, watermelon, and a drink […]

The Smoothness of Clarity.

Why we seek the unambiguous — even though reality is something else entirely. I am sitting in a briefing. The marketing director of a mid-sized company lays […]

Who's actually going to get the crown here?

Laura Schreiner

TO BE DISCUSSED

The König Pilsener brand is meant to come across as more modern and youthful, playing a clearer role in the everyday lives of younger people—without losing its […]

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