Marketing

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 […]

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 […]

A dark day for the brand.

Alexander Rauch

TO BE DISCUSSED

Did you know that the term "Black Friday" was originally coined by the Philadelphia Police Department to describe the chaotic (and thieving) conditions on the streets that […]

A world without brands

What remains when brands one day disappear?A reflection on meaning, soul and responsibility in a perfectly smooth world … more. For more than twenty-five years, I’ve been […]

Marathon, not a sprint.

Alexander Rauch

TO BE DISCUSSED

At Puma, still the global number three in the sporting goods market, things have not been going well for some time; but the current quarterly figures are […]