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 […]
Norwegian Brands – a View to the North
By Cecilie Schjerven. With this year’s book fair in Frankfurt seeing Norway as guest of honour spend more on promotion abroad than the country ever has before, the phenomenon of […]
On players and gamers
How do you like to play football, on the pitch or on the computer screen? Both, says Holger Merk, responsible for Strategic Marketing at the German Football Association (DFB). We […]
New Volkswagen
By Thomas Wagner At the International Motor Show in Frankfurt am Main, Volkswagen didn’t just present their new electric vehicle models– the company also unveiled a revised logo and a […]
Employer Branding – finding and keeping talent
By Thomas Wagner. In the search for new talent, how can businesses find and retain the best employees? Anne Grobe of comdirect bank and Arndt Papenfuß of Kaldewei explained how […]
Interacting on an Equal Footing – Brand and Design as Values in Global Competition
The People’s Republic of China is one of the world’s largest economies. In recent years, China has developed at a breathtaking pace, becoming a production location for highly innovative technological […]