Brand development

Transformation Is Not Reinvention: Why Clarity Is the Most Underrated Growth Strategy.

Gion-Men Krügel

Walk into almost any established business and you will hear a familiar frustration. Sales says the product is excellent, but growth has slowed. Marketing says the website […]

They're crazy, the ...

Alexander Rauch

TO BE DISCUSSED

A few years ago, a Polish armaments company had a great idea: its products were to be marketed under the name "Obelix" from then on, as this […]

Post-factual.

Alexander Rauch

TO BE DISCUSSED

As is so often the case, the headlines were rather abbreviated: ARD ran the headline: "Deutsche Post will soon be called DHL." Well. The fact is: Deutsche […]

Brand management in the age of AI: When technology sets new standards.

Laura Schreiner

TO BE DISCUSSED

Many companies are testing AI, automating initial processes and hoping for efficiency gains. However, AI has long been more than just an operational tool: it is changing […]

Not Understanding Trump.

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Everyone wants to understand Donald Trump. That is not only admirable. It is a business model. Experts explain, commentators contextualize, brand strategists speak of “narratives.” A discursive […]

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