Covid-19 spares no one, neither brands nor communicators

What can brand management look like in times of the »New Normal«? How can the existing brand core be used and expanded even in times of crisis? And what are promising strategies and best practices?


Answers to these questions, among others, can be found in the article by our two managing directors, Matthias Hüsgen and Armin Schlamp, in the brand new edition of the FAZ specialist magazine »kommunikationsmanager«.


The current issue can be purchased here (only in German):


Marketing snacks: brand management in corona times

Here comes our »snackable« specialist content for in between. What does Dr. Matthias Hüsgen actually say about brand management in Corona times? Listen to his short, concise statement (about 6 minutes) in the podcast of the student initiative MTP – Marketing zwischen Theorie und Praxis e.V.


Listen in now (only in German):
Apple Podcast:
or Soundcloud:

The B8 success recipe for the 8th birthday

Take 200 g butter, 150 g dark chocolate glaze, 3 eggs, 120 g sugar, 1 pinch of salt, 130 g flour, 2 tablespoons cocoa powder, 1 teaspoon baking powder and 12 enthusiastic bakers – that’s the Blackeight success recipe.


Forming a great whole from the ingredients of unique people is always our most important concern. It is not least in these difficult times that we realize how important solidarity and the contribution of each individual are.


To honor this appropriately, we would like to celebrate 8 years of Blackeight with you today – and despite the current challenges. A big thank you goes to all our employees, partners and, of course, customers without whom the last eight years would not have been possible. Thank you!


Blackeight Birthday Cake



* Recipe from Siggi, seen at



Flatten the Curve: »Acting responsibly« at Blackeight

In times like these, »responsible action« begins with yourself. Since Friday, 13.3.2020, all our employees have therefore been in home office for an indefinite period. With this, we at Blackeight would also like to make our contribution to slowing down the spread of the corona virus. In this spirit: Stay at home and stay healthy!


Our customers and partners reach us as usual. All projects will continue to be driven forward with the same high quality standards.


Strong brands and what makes their brand management special

How can B2B companies position themselves as strong brands? Marconomy has dealt with this topic and summarized the strategies, challenges and relaunch processes of five well-known industrial and technology companies. Our cooperation with MAN Truck & Bus was included as best practice for B2B brand management.


You can download in-depth insights into the successful brand relaunch of MAN Truck & Bus here free as a PDF (only available in German).

These 7 themes determine the brand management in 2020

Brand managers can look back on an eventful 2019: punitive tariffs, ad hoc regulatory decisions and sustainability movements were on the agenda. The latter have triggered a major debate on purpose: Brands are increasingly trying to address sustainability issues such as climate or social commitment, especially to reach younger target groups. However, this trend is not undisputed. Some voices are already warning of »greenwashing« tendencies. 2020 will also be an exciting year for marketers. We at Blackeight identify seven key trends for the coming year.


You can find the full article here (only in German).