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Have you changed the world today? What factors are relevant for a long lasting and successful evolution of brands? In the annual report 2006/2007 of the German Board for Economic Communication Reinhard Binder exemplifies which strategies work out and points out what we can learn from successful brands. Reinhard Binder: Heute schon die Welt verändert?, in: Energie Faktor WK, Deutscher Preis für Wirtschaftskommunikation, S. 102 f > Download pdf 192 kb (German) Brands in retail. The retail industry is witnessing a phase of rapid change. New shopping habits, changed preferences and different budgets but also the new demographic situation challenge the market and make a profound reorganisation inevitable. Against this background Reinhard Binder and Andrea Heim highlight the significance of brands in retail industry. Reinhard Binder und Andreas Heim: Erfolgsfaktoren identitätsorientierter Markenführung im Handel, in: Hans-Christian Riekhof (Hrsg.), Retail Business in Deutschland. Perspektiven, Stategien, Erfolgsmuster. Wiesbaden: Gabler Verlag, 2007 > Download pdf 5,1 mb (German) Strategic branding does pay off. Reinhard Binder and Jörg Zintzmeyer write about creation and management of brand-value in the automotive industry that stands as an example for other industries and markets. The authors display the decisive factors in successful long term brand development. Jörg Zintzmeyer, Reinhard Binder: Strategische Markenführung zahlt sich aus, in: Markenmanagement in der Automobilindustrie. Ottobrunn: Auto Business Verlag 2003 > Download pdf 5,7 mb (German)

When corporate architecture becomes an integrated part of communication. Architecture does have high symbolic potential. Therefore successful brands use architecture to take part in brand communication. Thinking architecture from the brands perspective makes arbitrary architecture become corporate architecture. Reinhard Binder specifies in his article five basic principles that ensure long lasting success. Reinhard Binder: Corporate Architecture als Teil integrierter Kommunikation, in: Messe & Event Jahrbuch 2003 > Download pdf 1,3 mb (German) The power of symbols. Branding and design. Since the beginning of civilisation the symbol is a nucleus to express power, attitude and identity. Rulers, nations and religions did use this potential in history extensively. Today brands and companies are the one's that not just ensure their perceptibility by using symbols but also transport their values and character. In this article Jörg Zintzmeyer and Reinhard Binder point out how design can be used to profile a unique brand experience. Externally, towards the customers as internally, towards the employees of the company. Jörg Zintzmeyer und Reinhard Binder: Von der Kraft der Symbole. Markenführung durch visuelle Gestaltung, in: Gernot Brauer (Hg./Ed.) Dynaform+Cube "Architektur als Markenkommunikation", Basel-Boston-Berlin 2002, S. 37 f. > Download pdf 744 kb (German)