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 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 […]