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, McDonald’s 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 […]
Internal marketing: Strength from within
Internal marketing takes businesses to the next level. Only through this can the brand, brand strategy and brand relaunch be successful. By Gina Block, GMK Markenberatung. The “strength through branding” […]
“Brand New Brand”: 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
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. […]
Corporate design: 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 […]
Using an inverted Logo: Mirror, mirror in my hand
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 […]
Brands can turn christmas into their Brand-Mas – now more than ever!
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 […]
Holistic branding: Challenges and trends
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 […]
Brand purpose: the brand as an answer
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 […]
Brand Relaunch: how a relaunch can strengthen a 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 […]