The Brander: The new online magazine portrays brands and their creators
Who is behind successful brands? Starting March 10, thebrander.com will feature stories about people who have put their hearts into creating a brand and successfully run it—or who are even a brand themselves.
Only Apple offers beautiful, user-friendly design in the otherwise so technical computer world: "Think different". At BMW, you sit firmly in your seat and have things under control: "Driving pleasure". Brands convey an experience and create identification. But who are the people behind the brands? The Brander explores the question.
The Brander combines the content-related branding perspective with the lifestyle of brands. This sets it apart from existing CI portals, which primarily specialize in providing news and background information. With detailed reports, high-quality photography and generous photo spreads, the focus is on people who shape brands. Branders CEO René Allemann comments: "We are surrounded by global, anonymous brands. At the same time, the trend towards authenticity and closeness is constantly increasing. This is becoming increasingly important for brand management. That's why we give expression to brands and their creators."
To kick things off, The Brander reports from Zurich, Milan, Naples, New York and Taipei. From Giorgio Deluca of the well-known New York brand Dean & Deluca, Antonio de Matteis, CEO of the luxury brand Kiton in Naples, to Zurich restaurateur Michel Péclard.
The Brander combines functionality with high-quality design. The latest social media technologies and an iPad application offer a simplified and attractive reading experience. Over time, a visual encyclopedia is created about people who move the world with their brands.
In the current print edition of Werbewoche, The Brander is portrayed in detail > To the article.
