René Allemann
Born in Zurich, René Allemann founded the consulting firm Branders in 2005. With 20 employees, the branding agency creates, maintains and manages brands. The Brander journal is published by the Branders Group.
Nice and Easy
A line. A dot. An edge. Conscience. Marriage. Laws. There are many things that create boundaries and mark them at the same time. Whether these are of a political, cultural, social or geometric nature. Probably as many reasons exist to step over these borders, or at least test them, as there are limits themselves. Though I\\\'m certainly not advocating more thoughtlessness than already prevails in society today. Everyone has a right to their own personal boundaries and these must be respected. Continue »
Keep it real!
Have you ever thought what you would do if, all of a sudden, you had the chance to change a major decision you made in the past? What if: you had studied an entirely different subject, taken that job offer in Asia, follo... Continue »
Bipolar Worlds
Shades of gray are seldom unfashionable and currently quite trendy, especially in the field of literature. Generally I find gray has a lot going for it. Classical and unassuming, even in the opinion polls gray zones do n... Continue »
Role Models
Recently, while we were having breakfast, a friend asked me why I had such an earnest look on my face while eating my yogurt, almost as if I were engaged in a highly intellectual task. Caught by surprise, I could not com... Continue »
A Day in the Life of ...
Picture this: You, one-of-kind you, are promenading along Zurich\'s Bahnhofstrasse. It\'s a beautiful day. You feel fantastic, unique – and you look it. People turn their heads to get a better look. Some even stop to s... Continue »
Beliefs, Love, Branding
Once upon a time, I worked in an office with an extremely short-fused colleague. Instead of thinking for himself, he tended to ask questions out aloud. Does someone know why? Does anybody know what? Where is ... anyway? ... Continue »
Home to go
Home means something different to all of us. “Anywhere I lay my head, I’m gonna call my home,” Tom Waits sings. For others, home is where you can sit down to breakfast in your pajamas. Where voices sounds familiar,... Continue »
The Fifty/Fifty Pact
We have it all: a flat screen, a smartphone, a job, a car and an (unused) gym membership. More than enough. And yet, we still want more. More success, more money, more clicks, more “likes”, more friends. The urge to ... Continue »
On Time
Certain things need time to come into their own. Cheese for example, or wine, Grappa, even men. And not seldom the same applies to brands. To many companies this time element poses the first real obstacle. Yet it is quit... Continue »
Dean & Deluca and the gourmet conquest of New York
How Giorgio Deluca transformed New York’s best-known gourmet store into a brand. Continue »
Murray’s Cheese – Class Meets Mass
Rob Kaufelt navigates what Forbes calls the world’s best cheese shop into the future. Continue »
Welcome to «The Brander»
In our online magazine we will be portraying – as the name suggests – brands and their creators. On an ongoing basis, new stories will offer glimpses behind the scenes of large, small, and exclusive brands. Moreover,... Continue »
Gelato creations by New York's best chefs share a common provenance: Il laboratorio del gelato
New York's Lower East Side is home to the ice cream laboratory, il laboratorio del gelato, of over 300 chefs. In Jon Snyder’s venture new gelato flavors are continuously being invented. Tastes range from acacia honey t... Continue »
The Brander is a publication of the Branders Group
