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. […]
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 […]
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 […]