Corporate Identity

Another problem solved - one that didn't even exist!

Alexander Rauch

TO BE DISCUSSED

One of the few things we can still agree on in Germany is that the railway system must change—or rather, transform—from the ground up. For such a […]

What the Machine Doesn’t Get.

MASCHINENSICHT

What you deliberately withhold from the machine becomes the most expensive part of your brand. When the camera arrived, portrait painting should have died. It became expensive […]

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 Smoothness of Clarity.

Why we seek the unambiguous — even though reality is something else entirely. I am sitting in a briefing. The marketing director of a mid-sized company lays […]

Who's actually going to get the crown here?

Laura Schreiner

TO BE DISCUSSED

The König Pilsener brand is meant to come across as more modern and youthful, playing a clearer role in the everyday lives of younger people—without losing its […]

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