About the author: Hans Wilhelm Carl Gustav Domitslaff (born May 9, 1892 in Frankfurt am Main; died September 5, 1971 in Hamburg) was a German graphic artist, advertising psychologist, and writer.

< p>In 1932, Domitslaff published the book “Means of Propaganda of the State Idea,” which arose from his exchange of thoughts with his mentor, the publisher Hermann Ullstein. With this book, he wanted to offer his services to Reich Chancellor Heinrich Brüning in the role of advertising manager of the German Empire for the Weimar Republic. After the Nazis came to power, Brüning fled persecution, and Ullstein emigrated, Domitzlaff ceased to take an active part in politics, concentrating on working with large industrial concerns. According to Domitzlaff's notes, in November 1936 he had a meeting with Dr. Joseph Goebbels, Moreover, Goebbels demonstrated to Domitslaff knowledge of his theses.

In the book “Winning Public Trust. A Textbook of Branding Techniques,” which was published in November 1939, Hans Domitslaff for the first time in specialized literature describes the appearance of a branded product. Using preferred chocolate as an example, the book shows the individual efforts of a fictitious merchant to transform an initially anonymous consumer product into a branded product. Domitslaff formulates 22 laws of natural formation of stamps. The “Textbook of Branding Techniques” has gone through seven editions to date and is considered a classic of brand management.