#LikeABosch becomes a platform for sustainability
Live like a Bosch? Admittedly, a special taste is needed for the humour in the company’s advertisement for the internet of things (IoT). Whether IoT hero Shawn is discovering the […]
Call for Papers for Markentag 2021
“Der Markentag” at the Mainz University of Applied Sciences has in recent years developed into the German-speaking world’s leading discussion platform for the future of branding. At this academic conference, […]
Mirror, mirror in my hand, show me the coolest brand in all the land
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 […]
Veganuary campaign. More than 100 companies are participating
Rammstein (the band) and the vegan lifestyle? How do these two go together? Well, Rammstein frontman Till Lindemann is seen indulging in a meat-free burger in a video for Düsseldorf […]
Fritz Beauty Lab and Love Nature. Henkel launches think tanks
The Düsseldorf-based consumer goods company Henkel is hoping to accelerate innovation and develop new business models by setting up internal think tanks and incubator teams in the Beauty Care and […]
Brands can turn X-Mas into their Brand-Mas – now more than ever!
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 […]
Challenges and trends in holistic branding
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. […]
Study. Empathetic branding in the age of the new normal
Consumers in Germany are discerning and expect the highest quality at the lowest price. It is difficult for brands to differentiate themselves from their competitors solely through performance. There is […]
From Know-How to Wow. Bosch starts a podcast on research and tech
From the fuel cell and automated driving to energy management and the internet of things as well as rapid Covid tests, a globally active company such as Bosch hosts research […]
Ulrike von Mirbach to head Mini Germany from January 2021
Ulrike von Mirbach will take over the leadership of MINI Germany on 1 January 2021. This makes her the successor of Wolfgang Büchel, who will be taking over the leadership […]
Brand purpose: the brand as an answer
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 […]
Vehicle hire service DiDi Chuxing and carmaker BYD present the D1 electric car
German carmakers have been recording record sales in the Middle Kingdom for years. In contrast, major Chinese brands such as BAIC Motors, Dongfeng, Geely and Zoyte remain virtually unknown in […]
Back to tomorrow. Porsche exhibits previously unpublished design studies
Porsche is opening the gates to its development centre’s archives with a series entitled “Porsche Unseen”. For the first time ever, it is presenting 15 previously secret design studies and […]
BER signage: A special font, pictographs and an unusual red provide orientation
After a nine-year delay, the new major Berlin Brandenburg Airport (BER) opened on 31 October. Anyone who moves within an airport, especially a new one, wants to get to their […]
Environmental Action Germany criticises campaigns about plastic-bottle-recycling
The first German Reusable Packaging Conference took place recently and delivered a message: disposable packaging can be replaced by climate-friendly reusable alternatives in almost all situations and places. Roughly 200 […]