Employer Branding – finding and keeping talent
By Thomas Wagner. In the search for new talent, how can businesses find and retain the best employees? Anne Grobe of comdirect bank and Arndt Papenfuß of Kaldewei explained how […]
New Brand Unit at Beiersdorf
New Brand Unit at Beiersdorf More than 100 years ago, Paul C. Beiersdorf and Oscar Troplowitz created the Nivea brand that has accompanied each of us from childhood and in […]
Brand value added squared
The German artist and graphic designer Anton Stankowski (1906-1998) produced a great number of brand images during his time. Many of the iconic text-and-image logos he created are still in […]
From traditional business to Industry 4.0
By Thomas Wagner. During a panel discussion at the German Design Council’s German Brand Convention 2019, Nadine Rahman of ifm solutions and Eric Snoeijen of Bosch Rexroth provided a detailed […]
Liberating space
Kitchen revolutionary Gerd Bulthaup died on 1 August 2019 after a short, serious illness. With the reissue of an article by Andrej Kupetz from 2014, we look back on the […]
Maxing out
Is the convertible an anachronism – or is driving around in an open-topped car about to experience a renaissance? By Andrej Kupetz. When I first met my wife, she drove […]
Success in failure: Museum of Failure is now called »MOX«
Do mistakes really make us smarter? The Museum of Failure is home to roughly 100 examples of failed products from renowned companies – many of which have gone on to […]
Oslo: a city with a new visual language
Oslo is considered to be a modern, multi-faceted and liveable metropolis. This year, in order to reflect this lifestyle attitude in its visual identity, Oslo has launched a changeover to […]
adidas ruling: No trademark protection for the triple stripe in the EU
‘The brand with the three stripes’ – many people associate this claim with one of the best-known brands in the world. But can you trademark three parallel stripes that might […]
Parallel worlds rather than holistic experience
By Andrej Kupetz. The brand as a driver of corporate success is something that the vast majority of companies grasp intuitively. But consistent brand experiences are still the exception, and […]
Do it Yourself! Interview with Dr. Annette Becker about the creation of a brand
Under the direction of Dr. Annette Becker, the Bosch Power Tools brand got its home and garden division ready for the challenges of the digital age. For her work, she […]
A change of tempo
By Klaus Meyer. Watchmaker Nomos is very much in the news – with award-winning products, superb engineering, astonishing growth rates and political statements. How do the company’s two totally different […]
Peter Schmidt – The Brand Creator
Interview by Andrej Kupetz It’s hard to think of anyone with a more diverse career than Peter Schmidt. The breadth of his experience runs the gamut from packaging through to […]
The brand in times of digitalisation
By Prof. Dr. Alexander Wurzer. In its long history since its founding in 1953, the German Design Council has supported brands within German industry in expressing their identity through design, […]
70 Years of Porsche – more than a brand
For 70 years, the name Porsche has stood not only for a brand, but for an attitude to life. Dr. Wolfgang Porsche is delighted to accept the »Brand Personality of […]