Of masters from the West and precious horses.
Western brand names in China. By Gina Dollen, GMK Markenberatung. Brand names: they are one of the first – if not the first – points of contact between an audience […]
Brands with a message
Be it a recruitment drive, brand marketing or a product launch – companies need to be good storytellers in their brand communication. Whether they are talking about their services and […]
Tina Müller: #ForwardBeauty – modernising the Douglas brand
Tina Müller, CEO of Douglas, honoured as Brand Manager of the Year at the 2020 German Brand Awards. On the occasion of this distinction, Müller talked in March 2020 about […]
Digital projects and apps with added value
Digital applications have long been able to do more than entertain. They are interactive, offer a positive user experience and enable new services and forms of information. Some even aim […]
Upheaval for trade fairs: analogue events in digital times
Cancelled trade fairs were the first sign of the significance of the new coronavirus, which has now affected all areas of the economy. Almost all market players are now facing […]
Internal branding: Generating trust, both internally and externally
How do you anchor your corporate vision in your employees’ minds? And why is this so important? A recent study highlights how relevant trustworthiness is for a strong brand, not […]
Branding: Plexiglas and Fisher-Price present their new look
By Thomas Wagner. Refreshing the brand with a new corporate design: the new PLEXIGLAS® word/image mark focuses on linearity and on staying connected with tradition. Fisher-Price’s new look is like […]
Using strategy to achieve a strong brand: Branded interactions and personal branding
Strategic brand management is a key success factor for companies. But there is also an increasing trend for individuals to present themselves as brands – as artists, consultants and/or influencers. […]
Warm hearts and cool heads: How temperatures affect our purchasing decisions
What do consumers associate with luxury? The association of cold temperatures, or cold colours, with attributes such as “refined” and “luxurious” has been a long-standing practice in the world of design. […]
Braun – a brand in motion
By Gerrit Terstiege. When we think of Braun, these days the name conjures up more than just high-quality electrical appliances – it also represents impressive designs that display unique clarity. […]
Spiderman and the Designer Sense
By Benjamin Vogt. Designers are not superheroes – even if some of them believe they can save the world. This notwithstanding, Benjamin Vogt, doctoral student and design scientist at the […]
Fifty shades of pink?
By Thomas Wagner. No matter what shade of pink you are talking about, whether pale primrose, shocking pink or magenta, it never fails to surprise, provoke and steal the limelight. […]
Language promotes brand – brand promotes language
Brand development starts with language. And in turn, language influences the brand. Christine Stark is the managing director and managing partner of ENDMARK GmbH, an agency focused on brand language […]
Employees as brand ambassadors
How do you establish your corporate vision? How do you inspire your employees? And which internal branding measures are particularly useful for developing your brand inwardly? On the occasion of the German […]
MoMA re-invents itself
The Museum of Modern Art (MoMA) in New York was closed for four months. It re-opens on 21 October 2019. Diller Scofidio + Renfro renovated the museum in collaboration with […]