Brand Identity

What should I wear? Your dress code for the World Cup.

Alexander Rauch

TO BE DISCUSSED

We’ll keep it short for you today—we know you need to pop into the supermarket to grab some beer and chips. Because today marks the start of […]

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 […]

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