People and brands. Daniel Grieder plans to return Hugo Boss to success
Fashion house Hugo Boss is gaining a new CEO in the form of Daniel Grieder. However, the 58-year-old – on whom the company’s hopes are riding – will only take […]
Brands with a message
Be it a recruitment drive, brand marketing or a product launch – companies need to be good storytellers in their brand communication. Whether they are talking about their services and […]
Tina Müller: #ForwardBeauty – modernising the Douglas brand
Tina Müller, CEO of Douglas, honoured as Brand Manager of the Year at the 2020 German Brand Awards. On the occasion of this distinction, Müller talked in March 2020 about […]
Stop improvising – a plea for brands!
By Lutz Dietzold. It’s time to act: the world is just a jungle of coronavirus signs. Barrier tape confines our movements in shops, restaurants and public spaces. In places where […]
Brand purpose: the majority of Germans think it is good when brands take a stand
Brand purpose: the majority of Germans think it is good when brands take a stand Brands showing social responsibility is nothing new, but another – once rare – phenomenon is […]
Internal branding: Generating trust, both internally and externally
How do you anchor your corporate vision in your employees’ minds? And why is this so important? A recent study highlights how relevant trustworthiness is for a strong brand, not […]
Branding: Plexiglas and Fisher-Price present their new look
By Thomas Wagner. Refreshing the brand with a new corporate design: the new PLEXIGLAS® word/image mark focuses on linearity and on staying connected with tradition. Fisher-Price’s new look is like […]
The most valuable German brands. The latest BRANDZ ranking
The most valuable German brands. The latest BRANDZ ranking Currently, there is much discussion around the value of brands. Rankings are a means of both illustrating and endorsing a brand’s […]
Braun – a brand in motion
By Gerrit Terstiege. When we think of Braun, these days the name conjures up more than just high-quality electrical appliances – it also represents impressive designs that display unique clarity. […]
A new logo for the Netherlands
A new logo for the Netherlands The term used to describe a nation or state presenting itself through a unified visual language is Nation Branding. The Netherlands, a nation with […]
Fifty shades of pink?
By Thomas Wagner. No matter what shade of pink you are talking about, whether pale primrose, shocking pink or magenta, it never fails to surprise, provoke and steal the limelight. […]
Language promotes brand – brand promotes language
Brand development starts with language. And in turn, language influences the brand. Christine Stark is the managing director and managing partner of ENDMARK GmbH, an agency focused on brand language […]
Employees as brand ambassadors
How do you establish your corporate vision? How do you inspire your employees? And which internal branding measures are particularly useful for developing your brand inwardly? On the occasion of the German […]
New Volkswagen
By Thomas Wagner At the International Motor Show in Frankfurt am Main, Volkswagen didn’t just present their new electric vehicle models– the company also unveiled a revised logo and a […]
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 […]