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 […]
Prestige alone is no longer enough to impress younger generations of customers. Daimler and Virgil Abloh show how to reach millennials and Generation Z with “Project SUV”. By Lutz Dietzold. […]
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 […]
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, […]
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 […]
Right way up or wrong way down? Mirror or selfie? What is behind companies using an inverted logo or a mirrored brand name? By Thomas Wagner. There is an unrelenting […]
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 receptive to emotive […]
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. Trust is created […]
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 the term »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 […]
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 30 June 2020 […]
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 […]
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, 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 […]