Brand Management

"Holistic": more than just a buzzword.

Prof. Gregor Ade

IMPULSE

Holism has become a buzzword in many areas. This is also the case in branding and marketing, where the term does not describe a fad, but rather […]

Who cares?

Alexander Rauch

TO BE DISCUSSED

Dear reader, The other day at the kitchen table: The fourteen-year-old reports that a schoolmate - let's call him Jan-Torben - has done all his English work […]

"Make America Great Again!"Or: The Brand Strategist as Court Jester?

Prof. Dr. Jürgen Häusler

A Modest Proposal

It exists: an organization that promotes the USA as a brand worldwide. Even now: "Brand USA"(https://www.thebrandusa.com/) is looking for more employees. At least for now. As a public-private partnership, […]

Government efficiency or brand destruction?

To be discussed

Dear reader, Since Elon Musk has been rampaging around as Donald Trump's chief advisor or personal cost-cutter (official title: "Special Government Employee"), he has not only cut […]

"I'm the boss, so what I say goes".

Stumbling blocks of the German brand. The highly interesting article "Politische Polarisierung, Kommunikation und Regelbefolgung" by Matthias Sutter in the FAZ of 21.12.24 inspired me to ask […]

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