Branding

Unsatisfactory, but stable? Not for much longer!

Alexander Rauch

TO BE DISCUSSED

Today we’re getting down to the nitty-gritty—our relationships. More specifically: the paradoxical phenomenon of being utterly unhappy in a relationship yet staying in it anyway. We’ve all […]

In Praise of Boredom.

Alexander Rauch

TO BE DISCUSSED

When mainstream brands want to go “premium,” there’s a good reason for it: profit margins. In saturated markets, it’s difficult to increase sales volume; due to persistent […]

The Gap That Doesn't Respond.

Maschinensicht

Why the unsaid works on people and disappears for machines. Erich Posselt recently published a piece here that I believe is right. His text distinguishes clarity from […]

The blue team needs to step it up.

Laura Schreiner

TO BE DISCUSSED

Nivea is one of the world’s best-known skin care brands. The blue tin symbolizes trust, reliability, and care for everyone. Now, of all brands, this core brand […]

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 […]

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