Uhu (Elmers), Tempo (Kleenex), Nivea (Vaseline) – there are German brand names that have turned into the generic term in their respective product group. Each year, brand manufacturers launch new products on the market, but brand communication is a tough business. The competition amongst brands is fierce. Retail also gets in on the act – with its own brands that are no longer just cheap products.

The D'art Design Group specializes in brand communication for the conflicting interface between area and space. This interdisciplinary agency is made up of designers and marketing experts, who see themselves primarily as idea contributors and sources of inspiration. The main emphasis is exhibition booths. One of the topics in an interview with Constanze Frowein is how these experiences can be utilized for store layout. The specialist in German studies came to D’art in Neuss in the Lower Rhine area as a film writer.

Branded products are innovation drivers and their quality promise is the benchmark that retail also has to be measured up against with its store brands. Johannes Ippach from the German Brands Association holds this view. The association that was founded in 1903 in Berlin is the umbrella organization for the German branded goods industry. Among others, members include Beiersdorf, Coca-Cola, Nestlé, Procter & Gamble, Dr. Oetker, Miele, Hugo Boss, Deutsche Bank, Deutsche Post and Volkswagen.