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 […]
For most people, brands like Telekom, McDonalds and Hornbach do more than just conjure up a mental image – they also bring to mind a distinctive sound. But why? It’s […]
Miele is launching a new global brand campaign entitled “Quality ahead of its time”. It puts a spotlight on the themes of craftsmanship, performance and sustainability. With this campaign, the […]
Harley-Davidson was and still is a cult for many motorcyclists. Nevertheless, the American motorbike manufacturer has been suffering from a somewhat dated image and an older, conservative customer base for […]
The allure of the scent – and of the brand, which has been iconic for generations – lies in its understatement. In terms of its bottle design and label, Chanel […]
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 brands Herman Miller and Knoll have been the epitome of modern 20th century American design since the 1940s. While many of the designers who worked for these influential furniture […]
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. […]
Rankings still remain popular as a way to gain fast information about the latest successes and trends. According to the just-published “Brand Finance Apparel 50 2021” report, sporting goods manufacturer […]
Ideas seldom enter the world fully ripened. Like budding plants or growing children, they need light, nutrition, care and devotion in order to flourish. In art, architecture, design, technology or […]
From vacuum cleaners to coffee machines, from deep fryers to irons – Philips domestic appliances are known for their design and their frequently innovative technology. The Dutch company, which is […]
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 […]
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 […]
By Gina Block, GMK Markenberatung. The “strength through branding” approach has already taken many businesses to the next level. But even the strongest brand, best brand strategy and most exceptional […]
With revenue of approximately EUR 5.9 billion, Lego had the highest turnover of any toymaker in the world in 2020. At the same time, the corporation is feeling pressure from competitors […]