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 […]
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 […]
By Gina Dollen, 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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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. […]
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 […]
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 […]
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 […]
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 […]