Brand development

Ford finally American, or: When in a hole, stop digging!

Alexander Rauch

TO BE DISCUSSED

Good news for the weekend: The two Cologne power brands "FC" and Ford are extending their sponsorship, pardon, their partnership, until 2029. At Ford, they talk about […]

The magentamorphosis

Prof. Dr. Jürgen Häusler

Who on earth turned magenta into a brand color? And how? And why? A contemporary witness and observing participant (from 1991 to 2015) looks back (for a […]

Human brand

Günther Misof Moritz Schwack

Interview by Günther Misof with Moritz Schwack, Managing Partner of SWING Collections GmbH in Schermbeck. Moritz, we got to know each other some time ago. I was […]

Underbranding

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

How the Silence of the Super-Rich Robs Brands of Their Voice. In Juan S. Guse’s new novel A Thousand Times More Money Than Now (Frankfurt am Main, […]

Identity, brand, future (I)

PERSPECTIVES

A discussion with AI as an experiment. Introduction: It seems clear to us today that major changes in society and the economy are imminent. A study by […]

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