Digital design, an elite discipline: for good or bad?
Humans are not rational beings. Let us be clear: most of the decisions we make every day are for irrational reasons. This is a behavioural pattern as old as time […]
What makes media brands special?
Digitalisation – a term that brand makers can hardly get around. But there are certain brands that have to deal especially with the topics of digitalisation and permanent innovation: Media […]
The German Brand Monitor: What’s really on the minds of brand decision-makers
Brand decision-makers are (actually) well aware that a brand will only succeed if it is holistically considered, developed and implemented. All too often, however, brand positioning is not sufficiently used […]
The sound makes the brand: why sound branding is indispensable
For most people, brands like Telekom, McDonalds and Hornbach do more than just conjure up a mental image – they also bring to mind a distinctive sound. But why? It’s […]
Atomic branding: from an idea to a strong brand
Brands need a clear, consistent identity that is relevant for their target audience and differentiated in their market. The key to this is Atomic Branding. By Lisa Geisler and Sebastian […]
The ZGC InnoHub – Brand in China’s Silicon Valley
A strong brand is immensely important, especially for start-up and young companies. It is critical that they learn about the possibilities for strong, comprehensive brand design as early as possible. […]
Automotive advertising: With humour to more boldness?
Exhaust emissions and climate change have condemned the automotive industry to radical renewal. The end of the combustion engine has been decided, electric mobility has not yet been established on […]
Corporate Design management in times of VUCA
Transformation is taking place in virtually all aspects of our lives at an unprecedented speed. Corporate-design and brand managers must face it, too. Welcome to the world of VUCA. By […]
Strength from within: how internal marketing can empower brands
By Gina Block, GMK Markenberatung. The “strength through branding” approach has already taken many businesses to the next level. But even the strongest brand, best brand strategy and most exceptional […]
Young brands hovering between closeness and distance
A brand-new book about successful brand development in a difficult era: “Brand New Brand”, published by gestalten, exhibits exciting examples of projects by international branding agencies. What can we learn […]
Brands that are taking the leap into the future: a case study
By Lutz Dietzold. The consumers of luxury goods are increasingly younger in age. Gone are the times when someone’s house or car was their number-one identity-defining characteristic. The phrase, “Tell […]
Shaping the brand with illustrations
Illustrations as an element in corporate design systems have become increasingly popular. There are many good reasons to take a closer look at why this is the case. By Stefanie […]
Expert Talk: Branding – Clear positioning is crucial
Successful branding, design as brand language and brand strategy are decisive success factors for corporate positioning. Saskia Diehl, Managing Director GMK Markenberatung, Matthias Oetting, Director Marketing at OASE, and Lutz […]
Trinity of Design, Brand and Innovation
Innovation is far more than lucky coincidence. In fact, the development of successful productsis grounded on an understanding of the crucial importance – and correlation – of three pillars: design, […]
“For Kraftwerk, change is part of their brand essence”
Markus Weisbeck, designer and Professor of Visual Communication at Bauhaus-Universität Weimar, has for a long time been involved in the development of animated visuals accompanied by digitally generated sounds. He […]