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 […]
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 […]
Brands in times of change: Between acceleration and sustainability
Brands are more than just logos and slogans. They are reflections of our society, engines of the economy, and shape our daily lives. But in a world that is changing ever faster, brands face new challenges and opportunities. Jeremy Rifkin pointed out years ago that capitalism tends to economize more and more areas of life. […]