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 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 […]
Brand management in the tension between business and social issues
Toscani – provocateur or courageous brand leader? That was the topic of our first Brand Club Special at the end of August. The occasion was an exhibition at the Museum für Gestaltung Zürich, dedicated to the work of photographer and creative director Oliviero Toscani. Of particular interest to the Brand Club were Toscani's iconic, albeit controversial, advertising campaigns for the Benetton brand in the […]
Successful launch: the first Brand Bowl of the Brand Club in Frankfurt
Familiar format – new faces, exciting content! Last week, the first Brand Bowl took place in Frankfurt. The evening's theme was "From Line to Circle – Brands on the Path to the Circular Economy." Leading figures from business, academia, and consulting came together to discuss whether brands can play a crucial role in transforming our economy. The […]
Brand Forum 2024: Brand and Responsibility
For the third time, the Brand Club met last week in the beautiful Brandnertal valley in Vorarlberg. Together, we left everyday life behind to discuss the topic of "brand," which unites us all, in an inspiring atmosphere. We also met like-minded people, learned about their individual understandings of branding, and gained many interesting new perspectives.
Our Brand Club Ambassador for Client Experience: Lucienne Calderon
Today we'd like to introduce another valuable member of our team. Lucienne Calderon has been actively supporting the Brand Club as an Ambassador for Client Experience since February. In this role, she played a key part in organizing the Brand Bowl in Zurich, which, thanks to her expertise and dedication, became a fantastic experience for everyone involved. In the following […]
Our new Brand Club Ambassador for Frankfurt: Erich Posselt
We are delighted to introduce Erich Posselt as the new Brand Club Ambassador for Frankfurt! In the following interview, Erich gives us an insight into himself and tells us which aspects of the topic of "branding" particularly interest and drive him. BC: Please introduce yourself briefly. EP: I am Erich Posselt, a branding expert with over two decades of experience […]