Brand Management

Brand activism for Labor Day: Uh..., no.

Alexander Rauch

TO BE DISCUSSED

Of course, we don't know how you spent Labor Day. At any rate, there were 300,000 people at the union-organized May Day rallies. But there were no […]

From splendid uniforms to camouflage that can be confused.

Prof. em. Olaf Leu

I was happy to comply with the request of the editor of this medium to write an article about my individual understanding of brands and trademarks. However, […]

M for courage.

TO BE DISCUSSED

We have often talked here about the importance of entrepreneurial courage for brand development and management. However, to make it clear once again: we need courage for […]

USA, the Danes, and Easter.

Alexander Rauch

TO BE DISCUSSED

The wise Warren Buffet famously said that it takes twenty years to build a good reputation and only five minutes to ruin it. Well, Donald Trump has […]

"Quiet Luxury" from the Valais.

Dr. Ulrike Grein Gernot Honsel Taco van der Luijt

A winery on the way to becoming a top brand. Top wines with untapped brand potential The traditional family business Kellerei Leukersonne was already well known to […]

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