The fit of brand and people for brand success PEOPLE make - successful - BRANDS and should fit together well. BEST FIT: Gustavo Gusto and...

The search for the underlying buying motives of consumers and the brand purpose. WHY and HOW a brand becomes emotionally relevant: The...

How far is it sensible and credible to extend a brand? "Discover our dark side": Gerolsteiner Brunnen expands its brand into the cola...

A new Brand Signet with more hair and humanity The Kola rebel " chills out" and becomes more accessible: FACELIFT & HAIR-EXTENSION for...

A shampoo and a beer empower each other Co-branding: How brands realise image and visibility effects through cooperation. The hair care...

A design icon and a german "Faschings" Love-Piece What's that for you: RETRO ICON, MUSEUM PIECE, CARNIVAL BUNNY or PLUMBEN PULLER? We all...

David against Goliath? Tony's Chocolonely Provocation "Hey Mondelez, Ferrero, Nestle, Mars, imagine if your chocolate was FAIR?" The...

The emotionalization and empowerment of an influencer brand. The Re-design of JOKOLADE empowers and emotionalises the brand perception....

2 brands show how it can or cannot be done. PRICE REDUCTION and SUSTAINABILITY OPTIMIZATION versus SHRINKFLATION: 2 brands show how it...

Pros and Cons for political engagement of brands. Times are polarising, right-wing movements are influencing our world. In Germany, we...

The development of conventional cow's milk and milk substitute drinks in Germany How many cartons of milk do you have in your fridge? Do...

Real versus perceived sustainability in packaging design. Most consumers make SIMPLE assumptions*: Often, the sustainability assessment...

One idea - two emotional worlds. What could be more sustainable than repairing, refurbishing and reselling things? Pre-loved,...

Do you know the impressive story of the German Food Brand FROSTA? Over 20 years ago, FROSTA CEO Felix Ahlers asked himself why his...

Let's look at the success factors leading to a strong emotional brand. Many marketing heads are watching - somewhat enviously - Oatly and...

Surprising insights and brand conclusions for the German market. The rise of meat alternatives: A look at the change in our food industry...

Lessons learnt for the design relaunch of established brands If the "brand owner" no longer likes his own brand... or finds the target...

A painful topic for agencies, a relevant topic for clients. When is a pitch a win-win situation and conducted with mutual respect? We...

How we can use and live with artificial intelligence as an agency I was once told: you don't talk to competitors - especially not about...