Entries by Ronald Focken

Brands, power and myths

Donald Trump is a complete failure. Above all when it comes to marketing. He is a textbook example of what not to do. He should have known better. Donald Trump – oh dear, not him again. On this side of the Atlantic, we don’t want to see, read or hear any more about the presidential […]

Three new routes to brand management

When brands become communicative self-starters without classic advertising. Tesla, MyMüsli or Westwing have shown us how it’s done At one time, the advertising world was highly predictable. Three things formed the pillars of plannable marketing success: a big budget, extensive reach and clear positioning. This classic mix is certainly not outdated if someone wants to […]