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Positioning

FROM CATTLE TO BRAND AND BACK AGAIN:

A short “cycle” story Brands, their products and services, and their visual language are part of our daily lives in a way we take for granted. Few know, however, that brands have their origins in cattle breeding. Branding, i.e., the marking of animals, has a

Äpfel und Birnen

OF APPLES AND PEARS …

… and the diffuse use of the term “brand.” What has been lectured, discussed, and speculated about the term “brand” in the last 20 years! A myriad of scientists, consultants, and practitioners have attempted numerous explanations of this term. In many people’s minds, the “brand”

Kontinuierliche Markenarbeit

Continuous brand work now more than ever!

“Everything remains different,” sings Herbert Grönemeyer, expressing a saying that expresses permanence and transformation in the same breath but leaves the end state of this development open. It leaves open at what point in time a result will occur and what exactly it will be.