Philips sells its domestic appliances division
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 […]
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 […]
Strength from within: how internal marketing can empower brands
By Gina Dollen, 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 […]
Design patent. General court of the European Union rules in favour of Lego
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 […]
2021 BrandZ ranking. The 50 most valuable German brands
The BrandZ Top 50 Germany 2021 ranking is the fourth such one by brand consultancy Kantar, identifying the 50 most valuable brands in Germany. Seen as a whole, the brands […]
Brands that are taking the leap into the future: a case study
By Lutz Dietzold. The consumers of luxury goods are increasingly younger in age. Gone are the times when someone’s house or car was their number-one identity-defining characteristic. The phrase, “Tell […]
McDonald’s presents a redesign of its packaging
The trend for packaging right now is illustrations, even if they are not always greatly appreciated in brand communication. Restaurant chain McDonald’s is debuting a new look that shows how […]
edding opens its own Tattoo Studio in Hamburg
Pen and stationery manufacturer edding has opened its first tattoo studio in Hamburg’s city centre under the brand name edding TATTOO, backed with comprehensive safety and hygiene protocols. The premises […]
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 […]
Moon Boots have the artistic value required for copyright protection
In 1969 the designer Giancarlo Zanatta created his famous Moon Boots. The boots are much-loved as après-ski footwear. He was inspired by the heavily padded shoes worn by American astronaut […]
Coca-Cola introduces a new bottle size and tests a prototype for a paper bottle in Europe
Coca-Cola has set a goal of making all their packaging suitable for collection and subsequent recycling or refilling by 2030. In order to take the next step towards the company’s […]
Daimler plans to split into two companies
Daimler has initiated a fundamental change in its corporate structure. The Group’s Board of Management and Supervisory Board have decided to evaluate a spin-off of the Trucks & Buses business […]
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, […]