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 […]