brand.excellence.house

13. January 2026

The New Luxury Paradigm - Chance as an Opportunity

We live in a time of fundamental upheaval. Climate change, geopolitical tensions, technological disruptions, demographic shifts and a change in consumer values are changing the rules of the game in global markets. What was considered stable yesterday is volatile today. What used to mean luxury is now being questioned. Change is no longer episodic – it is the norm. This is exactly where the new luxury paradigm comes in: luxury is no longer defined exclusively by status, exclusivity or price, but by meaning, responsibility, resilience and relevance.

28. October 2025

Holistic Branding – “Relevance & Perception”

You can see how holistic branding closes the circle for authentic brands and brand management when you can feel the brands.

1. August 2025

Licenses versus Collabs

“Licenses vs. collaborations - what are the differences and advantages of these different yet similar partnerships”?

17. June 2025

Holistic Branding - “Emotionalizing the brand is an art - staging it is the freestyle!” Brand scenery and implementation

If we were to personify a product, we would want it to reflect characteristics we admire in an upstanding person: authenticity, a representation of good values, a clear purpose derived from a clear vision, and a reflection of an attitude toward living life fully. This notion applies to what we refer to as brand emotionalization, or brand staging.

24. April 2025

Holistic Branding - “Protect your brand and build solid company capital!” Brand asset - brand registration and protection

Trademark protection secures and increases a company's value through legal, financial, and practical aspects of brand registration.

4. June 2024

Holistic branding - “Bringing it to life and making it tangible!” Brand culture and identity

How we live our brand/company, involve our internal and external stakeholders and let them feel what we live by, arouses interest and enthusiasm, conveys the feeling of US and of BEING THERE in the present.

29. July 2023

Strategic Alignment of Licenses

Much of today's licensing business is based on what it was twenty years ago, although it has changed completely in terms of the required support, necessary implementation parameters and potential available partnerships.It’s no longer the case that a brand name is simply put on a product.

5. June 2023

Holistic Branding - Visualization and Representation "Clothes make the Man"

Brand visualization creates identity and connection! We all know that a first impression of ourselves, whether real or perceived, creates a lasting impression on others. For a brand, 80% of what is visualization by those who see it is based on the same principle, namely sensory impression and how clearly that impression is received by consumers. Through strong visualization and imagery, we immediately recognize if something appeals to us, interests us and is relevant.

11. April 2023

Strategy Part 4 - Implementing Your Corporate Strategy Plan!

We’ve described in detail the development of a corporate strategy plan in our first 3 blogs. Now, it’s important for us to discuss how departments and employees outside management are critical in strategy implementation. As soon as the plan is communicated at all levels of the firm, employee contributions are more easily understood by everyone. Clear communication is a prerequisite for this understanding, and it must be exercised ongoing. This tactic is indispensable for the training and education of employees.

19. July 2022

Holistic Branding - Brand Identity & Charisma

A strong brand is based on a clear profile of what the brand can generate in terms of identity and charisma - its personality. This illustrates that personality is about the external appearance and its related perception. It’s an expression of self-image, identity, and clarity of diversity, it’s distinctiveness. So how does a brand stand out from others, and what makes it different? In this post, we go into the brand profile and show how relevant and necessary characteristics can be incorporated, are positively received in the subconscious and how a clear picture emerges.

2. July 2022

23 Rules of Licensing.

Some companies are very successful in licensing, some are not. In general, very little is known about reasons, measures, and pitfalls. We developed 23 basic rules that help you to better manage your license business. We have structured them into four different areas. These rules have proven to be generally valid and applicable under any circumstances. Use them as a checklist to see if there is room for improvement in your licensing activities.

1. May 2022

Creative development process for a corporate strategy!

After showing you the basic features, requirements and operational implementations in our Blogs 1 & 2, we would like to review the creative development process of the corporate strategy. This helps you understand the systematic processes of the feasibility check. It is easier to apply the feasibility check with a simple system and the appropriate technical know-how, so we briefly present to you the groundbreaking parameters below.