Brand Communication

Brand activism for Labor Day: Uh..., no.

Alexander Rauch

TO BE DISCUSSED

Of course, we don't know how you spent Labor Day. At any rate, there were 300,000 people at the union-organized May Day rallies. But there were no […]

From splendid uniforms to camouflage that can be confused.

Prof. em. Olaf Leu

I was happy to comply with the request of the editor of this medium to write an article about my individual understanding of brands and trademarks. However, […]

M for courage.

TO BE DISCUSSED

We have often talked here about the importance of entrepreneurial courage for brand development and management. However, to make it clear once again: we need courage for […]

Brands are made. Or: in the beginning there was courage.

TO BE DISCUSSED

Please don't misunderstand: we are delighted that Telekom, a German brand, has been rated as the most valuable European brand. Even if we briefly ignore the fact […]

Let's get serious, or: No more naked swimmers!

Alexander Rauch

TO BE DISCUSSED

In light of President Trump's new visionary proposals for the future of the USA and the global economy, Germany's star economist Marcel Fratzscher warns: We in Germany […]

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