Marketing

When Branding Becomes Marketing, Strategy Breaks

Why organizations that conflate the two, risk sacrificing long-term value for short-term performance. In many organizations today, branding has become increasingly difficult to distinguish from marketing. The […]

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 […]

Are Supplements the New Snake Oil?

Alexander Rauch

TO BE DISCUSSED

One of the iconic characters of the American Western is, of course, the quack, the “snake oil salesman” —for example, Mr. Merriweather (that name!) in the magnificent […]

Death by Greedflation?

Alexander Rauch

TO BE DISCUSSED

For global luxury brands, things have actually always been great since the turn of the millennium: unless there was a financial crisis or COVID, demand and sales […]

A “new study”—so many questions.

Alexander Rauch

TO BE DISCUSSED

It took us a while, too, to recover from the German national team’s completely unexpected elimination from the World Cup—which is why our newsletter is a little […]

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