Brands not only assert themselves in times of change, they also help to shape it: In its report “Best Global Brands 2021”, Interbrand points to the growing responsibility of globally […]
If there is one thing brands have to do in this day and age, it is to make themselves unique and, above all, recognisable. Most of the time, this is […]
Premium brands can draw a lot of added value from their long history. But they must not lose sight of the future. The example of Bethmann Bank shows how a […]
How can we raise the potential of our company without hierarchies and become more satisfied along the way? By Dirk Huesmann, Chairman of the Board wirDesign. Not only since Covid-19 […]
With FOND OF, Sven-Oliver Pink, Florian Michajlezko and Dr. Oliver Steinki have managed to conjure fantastic, successful brands from scratch and consistently develop them. New ideas, openness, persistence, sustainability and […]
Henning Strauss has been carrying on the tradition of the family-run Engelbert Strauss company for 20 years, and ensures innovation in the brand and product areas. Only recently, the producer […]
A yellow M that makes you hungry for fast food. A cream that smells of security. Or five tones that are involuntarily associated with a telecommunications company: brand codes stand […]
Digitalisation is still in full swing as the first major transformation, but it is already being overshadowed by a second one: sustainability. It is not only politicians who are demanding […]
Porsche Cayenne, Renault Twingo, Smart, Evonic: Manfred Gotta and his agency “Gotta Brands” have been developing brand name s for car models, consumer goods and companies for over 30 years. […]
What began as an art project ended with Google Earth: In 1994, the digital and interactive globe “Terravision” was developed at Art+Com in Berlin. In the fictional series “The Billion […]
Sven-Oliver Pink is co-founder of the successful start-up Fond of. Ten years ago, they developed their first ergonomic school backpack for children. Today they are the market leader. Episode 15 […]
It is not an easy assessment to make. What products and services are actually sustainable? How can they be recognised and what are they worth? Customers need to have knowledge […]
Quick as an arrow and Swiss by nature: Swissair skilfully combined comfort, style and luxury and made flying an experience: a contribution to the design that made Swissair take off. […]
Antje von Dewitz, entrepreneur and CEO of the mountain sports outfitter VAUDE, talks to Jörg Thadeusz about her very own way of acting as sustainably as possible with her company: […]
The fashion industry carousel is spinning faster and faster, yet there is currently no change of direction on the horizon. Implementing environmental and social processes is a mammoth undertaking for […]
Andy Warhol transformed Campbell’s soups into pop art and made them world-famous beyond any supermarket shelves with his “Campbell’s Soup Cans” in 1962. Campbell has now changed its soup design […]
Businesses perform better when they define clearly what they stand for socially. Future-proof impact reporting reconciles the true values of a company and puts them on display in a communicative […]
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 […]
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 […]
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 […]