Brand Identity

The immoderate brand

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Rainer Paris recently published an essay on Soziopolis (www.soziopolis.de) that, at first glance, seems to have little to do with brands. Mediocrity and the Pitfalls of Perfection. […]

Ferrari. We need to talk.

Alexander Rauch

TO BE DISCUSSED

Yes, we can't help it either: today it simply has to be about the new Ferrari Luce. But as they say: first weigh, then dare. So, instead […]

So that's it for minimalism?

Alexander Rauch

TO BE DISCUSSED

The internet is once again very excited: Spotify has changed the app icon! To mark its anniversary, the "iconic" flat green circle has become a 3D disco […]

Transformation is not reinvention: Why clarity is the most underrated growth strategy.

Gion-Men Krügel

Walk into an established company and you'll hear a familiar frustration. The sales department says the product is excellent, but growth has slowed down. Marketing says that […]

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 […]

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