Blog.

Rebranding is not a new logo, but a new promise

Rebranding is much more than a new logo. It is a strategic promise that must be reflected in language, behavior, and all touchpoints. This article explains when rebranding makes sense, why it often fails due to a lack of clarity rather than poor design, and the central role of the name in this process. The article also demonstrates how a creative idea can be transformed into a well-founded process that strengthens brands in the long term.

Vibe Coding: When Natural Language Becomes a Programming Language

41% of the world's code is already AI-generated. With vibe coding, you describe what you need in natural language, and the AI delivers working code. What this means for marketing, sales, and operations: concrete tools, use cases, and a realistic look at opportunities and limitations.

Who defends brands online – and why?

A research team, including Clemens Ammann, has recently published an article in the esteemed Journal of Interactive Marketing. In it, they investigate a fascinating phenomenon on social media: consumers who independently defend brands against criticism. In this blog post, you will learn what lies behind this behaviour and how companies can strategically make use of these insights.

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Generative AI: The future of work and customer dialogue — A comprehensive look

Generative AI is revolutionising the business world by dramatically increasing efficiency and redesigning the customer experience. This article examines the deep integration of generative AI in corporate strategies, highlights the significant productivity gains based on current studies, and shows how empathetic AI Companions are redefining customer proximity. We are at the beginning of an era in which AI not only supports, but also acts as an essential partner in the value chain.