Mirror, mirror in my hand, show me the coolest brand in all the land
By Thomas Wagner. Right way up or wrong way round? Mirror or selfie? What is the idea behind mirror images of brand names and logos? There is an unrelenting war […]
Brands can turn X-Mas into their Brand-Mas – now more than ever!
By Hans Meier-Kortwig. Christmas is an emotional time by its very nature. This year, in the midst of the pandemic, everything is a bit different. More intense. We are more […]
Challenges and trends in holistic branding
By Hans Meier-Kortwig. Strong brands offer a point of orientation in times of uncertainty, for both customers as well as the brand’s employees, and the crisis has demonstrated this too. […]
Brand purpose: the brand as an answer
By Lutz Dietzold. Crises make people question what they are familiar with and put it under scrutiny. What is truly tenable? What can disappear? The coronavirus pandemic has resulted in […]
Restarting: how a relaunch can strengthen a brand
Brands must keep developing, since target markets, industries, consumption patterns and values do change. Such development can be done in one large step with a brand relaunch. These three examples […]
Interbrand ranking: the most valuable brands 2020
By Thomas Wagner. Brand consultancy Interbrand compiles the „Best Global Brands“. ranking each year. The current report, entitled “The Decade of Possibility”, studies the period from 1 July 2019 to […]
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. […]