Brand Transformation

The Circular Shift: How Brands Are Turning Sustainability into Competitive Advantage

In this article, I explore the transformative impact of Circular Branding on modern brand strategy, emphasising its pivotal role in fostering sustainability within consumer markets.

Let's get serious, or: No more naked swimmers!

Alexander Rauch

TO BE DISCUSSED

In light of President Trump's new visionary proposals for the future of the USA and the global economy, Germany's star economist Marcel Fratzscher warns: We in Germany […]

Let's think the other way round: Develop brand transformation from the end.

Prof. Gregor Ade

IMPULSE

Brand implementation refers to the process of introducing a (modified or new) brand image - within the company itself and on the market. The aim is to […]