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 […]
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 […]
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. […]
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 […]