Brand Management

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 […]

Posture comes from holding

TO BE DISCUSSED

Another discussion about whether brands should take a stance on social and political issues? Yes, unfortunately. Since the new US administration has been trolling the LGBTQ+ movement, […]

Brave new world in ruins

Uli Mayer-Johanssen

RE-VIEW

Disillusionment is spreading. Yesterday's saviors are proving to be the gravediggers of tomorrow's freedom. Amazon, Google, Facebook, the pioneers of a world without borders, a world of […]

Trump™. The interview

Prof. Dr. Jürgen Häusler

The following interview is fictitious. It was conducted via ChatGPT. JH: Mr. President. I recently referred to you as a brand. [https://tbobm.com/4718/trump/] What’s your response? DT: A […]

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