Branding

On typography and its origins

Prof. em. Olaf Leu

Before | After

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 […]

Ingenuity that works: What it takes to build a true challenger brand in aviation

Amaury Barberot Johannes Christensen

A conversation with the CEO of Expliseat on timing, transformation, and leadership in brand building. Expliseat is a true game changer, not only in the French industry, but […]

The economy of disappearance: about places where brands have no business being.

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

In the attention economy, one thing seems certain: visibility equals success. This idea has become one of the unquestioned core assumptions of our time. Brands are seen […]

Identity, brand, future (IV)

PERSPECTIVES

A discussion with AI as an experiment. In the previous three parts of the interview, we spoke with the Chinese chatbot DeepSeek. But there are a whole […]

From strong brands to heavy earths. A geopolitical turning point?

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Brands are—par excellence—the symbol of Western world order. They represent not just products but power, influence, identity. Apple, Microsoft, IBM, Ford, Coca-Cola, Nike, McDonald’s, Google, ExxonMobil, Pfizer, […]

Zurück 1 … 6 7 8 9 10 11 12 13 14 15 16 … 18 Weiter