Branding

Hans Domizlaff, inventor of brand technique

Comment by the Editor-in-Chief | Johannes Frederik Christensen The Business of Brand Management sheds light on brand management in the context of the present and history. This […]

Raymond Loewy, the spirit of the times and the M.A.Y.A. principle: how much 'modernity' can a brand tolerate?

In both design and communication, the question of innovation arises time and again. How much innovation is necessary or acceptable or unacceptable to convey a brand, product […]

If you need an hour to yourself during the Christmas season ...

Alexander Rauch

TO BE DISCUSSED

Of the global beer brands, probably none is as clearly positioned as Corona - with the exception of Guinness perhaps, but who would seriously call that a […]

On the Footnotes of Brand Narratives.

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

A footnote is a peculiar creature. It exists inside the text and yet somehow outside it. It belongs, but not to the core. It carries meaning, but […]

Who's the boss here?

Alexander Rauch

TO BE DISCUSSED

When Daniel Grieder became CEO of Hugo Boss in 2021, better times had already been seen in Metzingen: Gone were the fat years when Germany's middle management […]

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