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I was the first reader on the cover of MAD magazine. Today I know: That should never have happened . But let's start from the beginning. I was a die-hard MAD fan. And anyone who knows MAD knows: This satirical magazine took nothing and no one seriously. Least of all its readership. And anyone who read MAD back then knows: the letters to the editor section was one of the best parts! Not because we readers got answers, but because we were publicly ridiculed. And we loved it!

We only perceive what truly matters to us. Because our memory has focus. That is why people – and brands – need clarity about what they want and what they stand for. In short: focus. Those with focus almost magnetically attract relevant information and the right people (you have probably experienced this yourself). Those who want everything lose themselves – and end up standing for everything and nothing. My focus last year: writing my book “Brands Are Memories.” My focus thi

My Christmas energy is fully recharged since my last keynote. 🎄✨ And that's due to an evening that once again demonstrated how powerful brands are when they become experiences.   Under the title “Essence of Brands”, THE STUDIOS invited guests to their lecture series Creative Lounge – in their beautiful premises in the heart of Hamburg's HafenCity. For me, this is a real home game: As a guest speaker, I had the opportunity to share my strategic perspective on brands – and to

I celebrated the official launch of my book in the digital world yesterday – but the real premiere happened earlier at the ABUS International Marketing Days. Not only did I speak about Brands Are Memories on stage – I also had the chance to meet the first 150 readers of my book in person and exchange thoughts with them. It was an inspiring event that showed how companies are preparing for the future of branding: with creative ideas from across countries and a commitment to cr

"Brands are memories" by Niki Slawinski Here it is! 📒 My book "Brands are Memories"! After more than a year of work, I am more than proud to finally present it. Brand strategy meets memory research – what can be derived for branding? In 108 pages, I deliver the essence: clear theses, practical food for thought, and a vision: branding as cultural responsibility. Or, as my mentor Harald Ehren captured it perfectly in the subtitle: How brands create identity, build community,

Brand values are at the core of a brand. They are the rock in the storm when a brand needs to evolve.

When two brands are merging, it is about to find the uniting element. What unites the people behind the brands? And how can the central...

Brands are memories. And memories are emotions. So through memories you are emotionally connected to brands. So that is the role that...

Which role will brands play in the future? Imagine the year 2030. There will be so many new tasks, new trends, new technologies, new...

How do high-performance sports differ from the business world? In 2024, I had the chance to engage in many inspiring conversations with...