Branding

Brand management in the age of AI: When technology sets new standards.

Laura Schreiner

TO BE DISCUSSED

Many companies are testing AI, automating initial processes and hoping for efficiency gains. However, AI has long been more than just an operational tool: it is changing […]

Not Understanding Trump.

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Everyone wants to understand Donald Trump. That is not only admirable. It is a business model. Experts explain, commentators contextualize, brand strategists speak of “narratives.” A discursive […]

From Making to Meaning

Florestano Compagno

Europe’s Opportunity to turn Product Excellence into Brand-led Value. The way a geography creates its most distinctive value often defies its clichés. The US's edge lies in […]

What remains when everything shifts.

Conviction · Clarity · Shaping: A Triad for Brand Leadership That Works. There are moments when you sense that the guiding thread has gone missing. Not because […]

Tech needs touch.

Alexander Rauch

TO BE DISCUSSED

Gucci, Balenciaga, Bottega Veneta, Brioni, Saint Laurent ... no, this list does not describe our closet, but the brand portfolio of the luxury group Kering. However, the […]

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