A world without brands
A personal thought from Erich Posselt: What remains when brands disappear one day? For 25 years now, I've been working to strengthen brands. Domizlaff, Deichsel, Zernisch, the Forum Markentechnik (shout out to Peter Sumerauer), and, for the past year, the Brand Club, to name just a few. I've always been drawn to people and books that […]
Self-similar brand management: Nature provides the example.
Self-similar systems are not only sophisticated masters of resource and yield optimization, but also benefit particularly in economically challenging times.
Attention, attitude: 3 guiding principles from a brand perspective
„Brand and Attitude“ – that’s the Brand Club’s theme for the year. The choice is no coincidence, as the topic is very prominent in professional discussions. But just because the topic is currently on everyone’s lips doesn’t mean that everything under this heading truly embodies attitude. The common argument goes like this: When brands communicate via […]
Brand and attitude: Time for reflection
Following the purpose debate, the next discussion about meaning in branding is underway in the world of brand professionals: the question of a brand's stance. A diverse and rather eclectic range of questions has come up in recent months in conversations with industry colleagues: Should brands represent social or political positions – for example, on sustainability or democracy? Do these positions have an impact […]
Brand and Attitude: An Introduction
From Brand Identity to Existential Positioning: In the age of hyper-transparency and acceleration, the brand is no longer a static symbol of distinctiveness. It has transformed into a living entity that not only represents values but embodies them in the world. Today's brand is not a sign, but an attitude. But what does attitude mean in the context of […]