Companies that are concerned with adding value to customers, stakeholders and society beyond making money, gain followers who come again and again.

If you make the brand more human, you achieve increased attractiveness in the target group.

Artificial intelligence is changing brands. See how marketers and brand managers take advantage of the opportunities and adapt to the pitfalls.

Few sports create as many emotions as football. What is so special about football?

A clear and distinct brand architecture makes it easy for customers to understand what the company has to offer.

Brands with purpose work better than those without. Find out how the best brands in the class succeed in incorporating purpose into everyday life, for employees, customers and others.

Every brand has a personality. Is your brand the hero, the challenger, the explorer, the philanthropist or maybe the teacher? Read on now and find out the archetype you are.

Today's customers want to be associated with the brands they buy from.

What is it that makes some brands succeed where others fail? Tips & Warnings Management

Many words and sentences - soundbites, song lines, advertising slogans, comic quotes, condensed opinions and political messages become public property.

The Olympic Games start in Pyeongchan, South Korea today. Find out how nations build brands through branding in the Olympics.

Why do so many mergers and acquisitions fail? Find out how a strong brand can ensure successful mergers and acquisitions.

Learn from a brand specialist why the millennial generation wants brands with purpose.

A fruitful relationship between the manager and the company can strengthen the reputation of both parties.

Find out how to formulate and tell your company's history.

That is why it is important to have a unified branding experience wherever customers travel.

Get the most out of your sponsorship deal with these eight questions.

We have a worse time and are less attentive than before.

Brands often fail to appear unique.

A unique brand makes you visible among a thousand others.