Brand Management

A cookie for the cooler bag.

Laura Schreiner

TO BE DISCUSSED

Today is another one of those days when the question of what to snack on practically answers itself: something cold, please. Ice cream, watermelon, and a drink […]

The Smoothness of Clarity.

Why we seek the unambiguous — even though reality is something else entirely. I am sitting in a briefing. The marketing director of a mid-sized company lays […]

The Expected Failure. Germany as a Football Nation.

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

Rereading. Rethinking (3)

Germany’s men’s national football team has been eliminated. Once again. That is no longer surprising. A tournament victory would now be the surprise. A series of sporting […]

When Branding Becomes Marketing, Strategy Breaks

Why organizations that conflate the two, risk sacrificing long-term value for short-term performance. In many organizations today, branding has become increasingly difficult to distinguish from marketing. The […]

Who's actually going to get the crown here?

Laura Schreiner

TO BE DISCUSSED

The König Pilsener brand is meant to come across as more modern and youthful, playing a clearer role in the everyday lives of younger people—without losing its […]

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