A Guest on the “Markenkraft” Podcast with Olaf Hartmann
An episode of the podcast *Markenkraft*, hosted by Olaf Hartmann, focused on the question of what truly makes brands strong—beyond campaigns, logos, or short-term trends. *Markenkraft* is aimed at anyone who is fascinated by brands and plays a role in their development. The podcast’s goal is to uncover the sources of true brand power—drawing on both successful real-world practices and the latest research.
The discussion focused in particular on the often underestimated role of color in brand management. Colors have an impact faster than words, are more direct than images, and usually affect us completely subconsciously. They shape our first impression of a brand, influence emotions, guide behavior, and play a decisive role in whether we feel trust, affinity, or distance. Using concrete examples from the world of branding, design practice, and research, the discussion explored why color is not merely a decorative afterthought, but rather a strategic management tool.
Among other topics, the discussion focused on how colors reinforce brand identity, bring brand personality to life, and shape experiences across all touchpoints—from the product to the physical space to the digital realm. The discussion also addressed how colors can promote well-being, provide orientation, and trigger motivation to act, and why consistent color systems have a stronger long-term impact than spectacular one-off measures.
This episode combines in-depth insights from psychology and neuroscience with practical experience from brand work, inviting listeners to rethink color: not as a matter of taste, but as an effective language of the brand. An entertaining and insightful episode for anyone who wants to make brands not just visible, but tangible.
Link to the Markenkraft website, link to the podcast on Spotify.
