September 28, 2026 - 10 Min Read
The New Paradox of Choice
AI makes it easier for purchasers to make selections, challenging brands' ability to be shortlisted.
July 17, 2026 - 7 Min Read
THE MYTH OF THE YELLOW JERSEY
The Yellow Jersey shows why strong brand are build on the courage to think long-term.
April 22, 2026 - 4 Min Read
Are we becoming less creative?
Why are creative breakthroughs becoming increasingly rare?
November 24, 2025 - 6 Min Read
Relevance beats competence
When technical excellence is no longer enough
October 15, 2025 - 2 Min Read
The SYNBRAND branding process
The SYNBRAND branding process: Data-driven, transparent, and board-ready.
September 17, 2025 - 3 Min Read
Data-driven brand strategy with Sense by SYNBRAND
Sense by SYNBRAND turns competitive data into informed insights.
August 6, 2025 - 2 Min Read
Sense by SYNBRAND: Market & Brand Intelligence
Sense by SYNBRAND schafft eine datenbasierte Grundlage für Markenentscheidungen.
July 4, 2025 - 3 Min Read
In defense of the brand
A brand is not an accessory. Not a logo. It is a leadership tool.
May 12, 2025 - 4 Min Read
Employer branding in crisis
Employer branding creates stability from within – but how can this be done credibly and effectively in times of crisis?
April 8, 2025 - 4 Min Read
Employer branding for tech employers
Employer brands for tech companies that authentically showcase their lived culture.
February 3, 2025 - 4 Min Read
Merchandise with impact
Merchandise with impact: nobody needs boring giveaways
December 12, 2024 - 3 Min Read
Brands as anchors of stability
The most important branding topics in 2025.
November 27, 2024 - 4 Min Read
Let's Talk about Culture
The importance of culture for business success and employee retention.
October 30, 2024 - 3 Min Read
Regulation strengthens high-tech brands
Strategic compliance strengthens competitive advantage and innovation leadership.
October 8, 2024 - 9 Min Read
The mystical power of typography
From letterpress to Helvetica: typography shapes visual communication and gives brands a unique corporate design.
September 3, 2024 - 5 Min Read
Customer centricity – the success factor
Customer centricity means putting customer needs at the center in order to build strong, long-term relationships.
August 7, 2024 - 3 Min Read
How brands shape company value
How strong brands increase corporate value.
July 4, 2024 - 4 Min Read
Fan culture and brand identity
The passionate support of football fans offers valuable insights for brands.
May 21, 2024 - 1 Min Read
Complexity meets minimalism
Minimalism – what does the term mean for the communications industry?
April 8, 2024 - 3 Min Read
AI in brand leadership
How AI Improves Brand Management Through Data-Driven Insights.
March 20, 2024 - 2 Min Read
The power of sound
How sound branding empowers B2B companies
March 4, 2024 - 2 Min Read
Insights from neurology
Neuroscience insights for more effective campaigns
January 4, 2024 - 3 Min Read
7 signs for a rebrand
Seven Signs That You Need a Rebranding.
August 10, 2026 - 7 Min Read
The quiet dominance is over
Why hidden champions need to communicate like global players.
June 22, 2026 - 6 Min Read
MORE CONTENT BUT A WEAKER BRAND?
If AI makes more content possible, brands need more clarity.
January 21, 2026 - 6 Min Read
Authenticity is key
What does it mean to be “real”?
November 4, 2025 - 4 Min Read
Customer loyalty with the love story principle
What does customer loyalty have to do with heartbeats?
September 17, 2025 - 3 Min Read
Brand strategy for technology leaders
We develop brand strategies for technology leaders.
August 20, 2025 - 4 Min Read
Positioning industrial tech brands
This is how we position industrial tech brands clearly and distinctively based on their strengths.
July 23, 2025 - 6 Min Read
Fair play in recruiting
Why companies also need to deliver in the application process
June 9, 2025 - 7 Min Read
Making expertise visible
Strategies for positioning as a thought leader in B2B
April 15, 2025 - 5 Min Read
Transparency and deepfakes
In this article, we explore how B2B brands can remain credible in times of digital skepticism.
February 25, 2025 - 4 Min Read
BRAND ARCHITECTURE AFTER ACQUISITIONS
The key to clear identity and sustainable success.
January 9, 2025 - 2 Min Read
Brand agency for B2B technology brands
How we are developing brand strategies, designs, and communications for B2B companies.
December 5, 2024 - 3 Min Read
How to choose a tech branding agency
The criteria tech companies use to identify a suitable agency.
November 12, 2024 - 7 Min Read
Stumbling block: creature of habit
Letting go of old routines and taking new paths – how targeted communication can turn fear of change into opportunity and success.
October 9, 2024 - 3 Min Read
Positioning strategies for hidden champions
Positioning strategies to showcase market leadership.
September 25, 2024 - 5 Min Read
What is cross-generational marketing?
How do I keep track of generations and channels?
August 13, 2024 - 5 Min Read
Functionality meets visuality
User experience (UX) and user interface (UI) are the cornerstones of every successful website. But what exactly do these terms mean – and why are they so crucial?
July 29, 2024 - 3 Min Read
Successful employer branding through a strong brand
With the talent shortage, employer branding is essential. A strong brand is built through collaboration between marketing and HR.
June 26, 2024 - 2 Min Read
The colors of success
Colors are a language of their own – a universal form of communication that can trigger deep emotional and psychological responses.
May 7, 2024 - 5 Min Read
From gut feeling to science
With his bestseller “Thinking, Fast and Slow,” Daniel Kahneman revolutionized our understanding of human cognition.
April 1, 2024 - 5 Min Read
2025: Accessible design for all
Equal access to the digital world through innovative design solutions
March 11, 2024 - 3 Min Read
Brand audit: How to evaluate your brand
Our brand audit lays the groundwork for strategic decisions.
January 16, 2024 - 3 Min Read
Branding for industry and mechanical engineering
How we develop strong industrial brands and showcase their technological excellence.
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