Hier sammle ich meine Texte, Vorträge und öffentlichen Beiträge zu Markenführung als Governance-Aufgabe: Brand Governance, Generative Engine Optimization und die Frage, wie Institutionen im Agentic Web les- und ansprechbar bleiben.
Artikel, Events und öffentliche Beiträge
Aktuelle Diskurse und Themen
Markenführung an Universitäten
Brand Governance und institutionelle Strukturen im Fokus.
Future Marketing Leadership
Panel-Teilnahme zum Thema Marketing Leadership im KI-Zeitalter.
Ordnung als Markenstrategie
Interview von Hype & Hebel zum Thema KI-Readiness im FAU Webrelaunch.
My favorite kind of work: building what stays. A visual world is exactly that. Built not only for today, but for the future of the institution.
Brand is infrastructure. Sometimes it looks like a student on a train.
Juli 2026
Brand is infrastructure. And like any infrastructure, you rarely notice it when it works. You simply rely on it.
The goal is simple: building and maintaining the infrastructure that enables one strong Institution.
Juli 2026
If AI strategy starts with technology, it starts in the wrong place. Because no AI system survives as a technical initiative alone.
Adoption does not happen in the technical system. It happens between people.
Juni 2026
In brand, there is no neutral touchpoint. Every contact a person has with an institution creates, or reinforces associations.
Brand does not stop working because the audience considers itself immune to it. It works anyway.
Juni 2026