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 […]
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 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 […]
Brand, trust, future: Brand Club events in autumn 2023
Winter is just around the corner, and we at the Brand Club would like to use this transitional period to recap the events of the past few months. The Brand Bowls in autumn were once again a resounding success and, like the events in spring, were entirely focused on this year's guiding question: "TRUSTED BRANDS – How […]