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Images transport the message. "Trade fairs achieve what brands need", this is Reinhard Binders standpoint in his article in the trade fair insert "Messen und Ausstellungen" of the Frankfurter allgemeine Zeitung. He emphasises especially the significance of fair presence and his potential regarding the brand development process and explains what design can contribute. Bilder vermitteln die Botschaft. Reinhard Binder in: Frankfurter Allgemeine Zeitung, Januar 2006 > Download pdf 456 kb (German) Trade fairs prove. The potential of trade fair presence is still widely underestimated. Of course the trade fair primarily is about bringing off deals but in the same time fairs allow - as no other strategic instrument - the systematic evolution of brands and enterprises. The constant fair presence becomes the milestone on which the the brand's actual condition is displayed unrelentingly and measurable. Reinhard Binder reflects in his contribution on the potential of fair presence in respect to strategic branding. Messen machen messbar. Reinhard Binder in:  Galleria, Kundenmagazin Messe Frankfurt, Oktober 2005 > Download pdf 740 kb (German)

Fairs make brands. Fairs are a ideal opportunity for the visualisation of a companies values. Fairs shape brands and therefore they are of central significance in brand development. Messen machen Marken. Reinhard Binder in: Horizont, Juni 2005 > Download pdf 636 kb (German) Temples of dreams. New opportunities or the end of creativity? Corporate architecture as a instrument of corporate communication. Architecture represents a central element in brand communication. From this point of view architecture has to follow the brand strategy as all other creative disciplines. Reinhard Binder backs up his opinion with seven theses. Tempel der Bilder und Träume. Reinhard Binder in: Horizont, November 2002 > Download pdf 2 mb (German)