Multisensorische Markenführung: Wer dirigiert das Markenerlebnis?
von Dr. Stefan Strötgen Dass Marken möglichst kohärente Erlebnisse erzeugen sollten, ist in der Markenführung eine Binse. Trotzdem klafft zwischen Absicht und Wirkung bei vielen Marken eine erhebliche Lücke. Diese Lücke wird größer, nicht kleiner. Wer verstehen will, warum, muss sich mit einem Problem befassen, das in den gängigen Steuerungsmodellen schlicht nicht vorkommt: Komplexität. Das […]
A brand new beginning: How we are reorganizing impact
By Erich Posselt. Europe seems tired: too much happening at once, too little direction. Overregulated, uncertain, exhausted – this isn't just a buzzword, it's a climate. In times like these, organizations often turn to what promises immediate control: tools, methods, "quick wins." In the world of brands, this very often translates to AI. But AI isn't simply a […]
Hands-on Brands: Brand impulses that work
By Max Winterhoff. The Brand Club discusses brand topics in all their facets, from scientific findings to economic trends. But despite all the conceptual depth, concrete impulses that can be directly transferred to day-to-day operations are also needed. With Hands-on Brands, the Brand Club launched a new format at the beginning of November 2025 that provides precisely this […]
Brand x Packaging Design: SpongeBob, Wittgenstein and the yellow ketchup
by Christian Prill and Samuel West We recently spotted these SpongeBob and PAW Patrol sauces in a German supermarket. They are a masterclass in visual confusion: As Ludwig Wittgenstein famously wrote: “If people never did silly things nothing intelligent would ever get done.” Innovation requires experimentation, and that means also testing seemingly silly things. But […]
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 […]
This was the Brand Club Autumn 2024
This autumn was a true celebration of inspiring events for the Brand Club, taking place throughout Germany, Austria, and Switzerland (DACH region) and characterized by our lively discussions on branding and its relevance in a changing world. One exceptional event followed another: from the first Brand Bowls in Frankfurt and Cologne, through the "classics" in Zurich, Hamburg, and Vienna, to our very first Brand […]