This article is only in German available.
»Welcome Interview« with Julia Korner
This article is only in German available.
»Welcome Interview« with Saskia Kraus
This article is only in German available.
Visiting BLACKEIGHT – M3ve on Tour
This article is only in German available.
Looking for the right Brand Management-System
This article is only in German available.
Brand Extension Licensing
This article is only in German available.
»Welcome Interview« with David Ernst
This article is only in German available.
Blackeight visits WFI for the second time
Brand as driver of customer experience: Marie Buschhorn and Tamara Ertl at the WFI – Ingolstadt School of Management. Our brand sparring partners gave impulses from brand management practice in the master lecture »Service Management«. On the basis of our customer MAN Truck & Bus, they demonstrated how a read more…
Blackeight visits HS Pforzheim for the third time
The brand experts Peter Schubach and Marie Buschhorn gave the students and Prof. Dr. Brigitte Gaiser an exciting insight into brand practice during a guest talk in the MCM lecture.
WHY Mercedes-Benz defined its purpose twice
Mercedes-Benz is one of the most valuable brands in the world. On December 8th 2017, Dieter Zetsche published the new purpose (or WHY) of Mercedes-Benz on LinkedIn. Usually, a newly defined purpose is something lasting very long, etched in steel. Not half a year later, on May 11th, 2018, he posted another article about the purpose of Mercedes-Benz. So what has changed between purpose 1.0 and purpose 2.0?