Hans Domizlaff

Hans Wilhelm Karl Gustav Domizlaff (born May 9, 1892 in Frankfurt am Main , † September 5, 1971 in Hamburg ) was a German graphic artist, advertising psychologist and writer.

Domizlaff worked as a painter, set designer, writer, advertising consultant and creator of well-known brands and branded goods in Leipzig, Berlin and Hamburg. With his book publications Typical mistakes in the advertising criticism (1929) and The acquisition of public trust. A textbook on brand technology (written in 1937, 1st edition 1939, 2nd edition revised and supplemented by Hans Domizlaff in 1951, 7th edition August 2005) he became the founder of brand technology .

Life

Hans Domizlaff was the son of Georg Domizlaff (1854–1937), President of the Oberpostdirektion Leipzig , and Anna Catharina Domizlaff born. Boeter (1866-1944). He had two brothers, including Helmuth Domizlaff (1902–1983), antiquarian in Munich , and three sisters, including Hildegard Domizlaff (1898–1987), sculptor.

Hans Domizlaff first made a name for himself as a painter in Leipzig during his school days, sponsored by Fedor Flinzer and supported by Max Klinger . Between 1912 and 1914 he stayed several times in Paris and London . In the spring of 1914 he traveled through Spain to Morocco in July over Barcelona and Venice back to Germany.

Back in Leipzig, Domizlaff began training as a pilot in September 1914 . A crash, which he survived seriously injured, prevented him from flying into the First World War . He used the time as a convalescent to study at the University of Leipzig . From March 1916 until the end of the war he was a soldier in France . He was trained there as an aerial photographer.

After the First World War, he opened in Leipzig in Thomaskirchhof a studio as a painter. Among other things, he designed exhibition booths and advertising posters, but mainly stage sets for the Städtisches Theater and the Leipziger Volkstheater. As an artistic advisor to the printing and packaging manufacturer Wezel & Naumann, he began to deal with the still young field of advertising and its agents.

Domizlaff was in the interwar years, owner of the yawl Dirk II and then the yawl Dirk III , with whom he mainly the Baltic Sea , but also the North Sea sailed. He published his experiences in two books in 1930 and 1934. Among others, Max Schmeling and Vice Admiral Alfred Begas sailed with him in 1929 , and he also took part in regattas such as the North Sea Week with the Dirk III .

The Reemtsma logo developed in 1920. Design: Wilhelm Deffke

According to his autobiography, there was also an encounter in 1936 with Propaganda Minister Joseph Goebbels , who posed as an expert on Domizlaff's writings. Otherwise Domizlaff kept his distance from National Socialism and at the end of 1940 withdrew more and more to his Heidehof, which he had acquired in 1927, and was elected chairman of the Lüneburg Heath Nature Reserve Association from mid-1943 . In 1941 he ended his collaboration with Siemens . With the support of the Gauleiter of East Hanover Otto Telschow , who became the official patron of the nature reserve, he succeeded in maintaining the structure and expansion of the park against claims by the Wehrmacht .

Immediately after the end of the war he was questioned several times by the British military authorities and interned for six months. His property in Hamburg and Egestorf was confiscated and only released again in 1947. Gradually, he took up work for Siemens and Reemtsma again.

Domizlaff worked as a consultant for Reemtsma, Siemens and Deutsche Grammophon until the mid-1960s , after which he withdrew from active commercial consultancy.

In his first marriage, Hans Domizlaff was with Natalie, born in 1919. Domizlaff (1892–1960) married, in 1950 he married Dora, b. Kreuzberger (* 1921), with whom he had four children: Svante (* 1950), Irina (* 1951), Georg C. (* 1953) and Andrea (* 1956).

plant

In autumn 1920 he met the Erfurt cigarette manufacturers Philipp F. Reemtsma and Hermann F. Reemtsma, for whom he worked from May 1921 as the creator of the well-known brands R6 , harvest 23 , Senoussi , yellow variety and as an advertising consultant. After the conversion of the company Bernhard Reemtsma & Sons into Reemtsma AG in autumn 1921, Hans Domizlaff belonged to the supervisory board together with David Schnur and Johannes Carl Hugo Reisner. After the Reemtsma cigarette factories moved their headquarters to Hamburg in 1922, Hans Domizlaff settled on Elbchaussee from 1927 , where he lived until the end of his life.

Through his successful work for Reemtsma, he became a partner and was a member of the company's board of directors. From 1934, Domizlaff advised Carl Friedrich von Siemens on the organizational reorganization of the group based on brand technology. He developed an image for the entire company, which, as the so-called Siemens style, became the model for the corporate design of many companies.

From 1938 he headed the main advertising department of the Siemens group . As a product designer, he created radios, telephones and vacuum cleaners, supervised after the Second World War, various labels of Deutsche Grammophon ( Polydor , Heliodor , Brunswick , Literary Archive ) and developed in 1946 together with Ernst von Siemens music Historical Institute of Deutsche Grammophon, under The Archive Production label still enjoys international recognition today.

Propaganda theory

In 1932 Domizlaff published the volume Propagandamittel der Staatsidee , which arose from an exchange of ideas with his mentor, the publisher Hermann Ullstein . With this book he wanted to recommend himself to Reich Chancellor Heinrich Brüning as the advertising director of the German Reich for the Weimar Republic.

With Brüning's flight from his National Socialist persecutors and Ullstein's emigration in 1934, Domizlaff's active involvement in politics ended.

In November 1936, according to Domizlaff's notes, there was an encounter with Joseph Goebbels , who presented himself as an expert on Domizlaff's theses.

Closely linked to his theoretical considerations on propaganda and corporate design were Domizlaff's specific drafts for a new German flag , which he published in 1932 in his work Propagandamittel der Staatsidee and again in a slightly modified form in 1952 in his work Es geht um Deutschland .

Brand theory

In the book The Gaining of Public Trust - A Textbook of Branding Technology , which appeared in November 1939, Hans Domizlaff describes the creation of a branded product for the first time in the specialist literature. Using the example of a preferred chocolate, the individual measures taken by a merchant are shown, with the help of which the initially anonymous stacked goods become branded articles. Domizlaff formulates the 22 laws of natural branding . The textbook on brand technology has been published in seven editions so far, most recently in August 2005 under the patronage of the G · E · M Society for Research into Branding eV in Berlin.

In 1954 he set up the Institute for Branding Technology in Hamburg on Elbchaussee , which existed until his death in 1971. He published the Breviary for Kings (1950), his autobiography Thoughtful Wandering (1950) and reissued the textbook on brand technology The Gaining of Public Trust (1951) as a revised and expanded edition.

More work

1957 appeared under the title The soul of the state. A rule book of the elite a heavily criticized private print in which Domizlaff represents racist views. In it he wrote, among other things, of an " undoubtedly more noble, more highly bred and culturally bearing white race ", which he contrasts with " unleashed primitive negroes ". Domizlaff withdrew the book and completely revised it. There was no longer any publication.

In 1966, Hans Domizlaff met Paul W. Meyer , the first full-time employee (1949–1955) and later board member (1955–1971) of the Society for Consumer Research (GfK) . Up until Domizlaff's death, both were connected by a lively correspondence. On Domizlaff's 75th birthday (1967), Meyer published the volume Encounters with Hans Domizlaff .

For Deutsche Grammophon he was responsible for various labels, some of which he created, with different music programs. He developed his last major brand creation for the Franz Wilhelm Langguth Erben winery based in Traben-Trarbach . It was a branded red wine with the name Medinet , which is bottled in a bottle shape created by Domizlaff, an amphora. Until the end of his life, Domizlaff devoted himself to the situation of the Protestant Church in Germany. With the Hamburg pastor Helmut Thielicke , he tried to counteract the increasing number of people leaving the church. His last book publication in 1970 was entitled Religious Phenomena. Meditations on unconscious ties . He died in Hamburg on September 5, 1971 after weeks of serious illness. The funeral took place in Egestorf.

Organizations

On June 16, 2006, the Hans-Domizlaff-Archiv eV association was founded in Hamburg. Its purpose is the ongoing documentation of the history and the further development of brand technology, as established by Hans Domizlaff when he started working for the branded goods industry in 1921. This goes hand in hand with biographical research on Hans Domizlaff, the derivation of the history of ideas and the history of the impact of brand technology.

Fonts (selection)

• With the yacht Dirk II in Norway: Three trip reports , Berlin: Klasing 1930.
• Propaganda for the state idea , Altona-Othmarschen 1932.
• Dirk III: Images and thoughts from the world of cruising sailors , Berlin: Klasing 1934.
• It's about Germany. Mass psychological keywords for a socio-political reform. Hamburg, self-published [Hans Dulk], 1952
• The soul of the state. Rulebook of the elite. Hamburg, self-published [Hans Dulk], undated [1957]
• Breviary for Kings. Mass psychology internship. Hamburg, Institute for Brand Technology, 1968.
• Religious phenomena. Meditations on unconscious ties , Hamburg 1970.
• Gaining public trust. A textbook of brand technology , 7th edition, Hamburg, August 2005. 352 pages. ISBN 3-922938-40-X

literature

• Alexander Deichsel : And everything is organized by the figure - Hans Domizlaff, thoughts and parables. Kriterion Verlag, Zurich 1992.
• Holm Friebe : Branding Germany. Hans Domizlaff's Markentechnik and Its Ideological Impact. In: Pamela E. Swett, S. Jonathan Wiesen, Jonathan R. Zatlin (Eds.): Selling Modernity. Advertising in Twentieth-Century Germany. Duke University Press, Durham / London 2007, ISBN 978-0-822-34069-0 , pp. 78-101.
• Tino Jacobs: Between intuition and experiment. Hans Domizlaff and the rise of Reemtsma, 1921 to 1932. In: Hartmut Berghoff (Hrsg.): Marketinggeschichte. The genesis of a modern social technology. Campus, Frankfurt a. M./New York 2007, ISBN 978-3-593-38323-1 , pp. 148-176.
• Dirk Schindelbeck : Style Thoughts on Power. In: Dirk Schindelbeck u. a .: "Creep into the brain of the crowd!". Advertising and mentality history. Wissenschaftliche Buchgesellschaft, Darmstadt 1995, ISBN 3-534-12675-0 , pp. 45-73.
• Peter Sumerauer: Hans Domizlaff and the origin of brand technology . In: Yearbook Brand Technology 1995 . German specialist publisher, Frankfurt a. M. 1995, ISBN 3-87150-458-0 , pp. 77-93.
• Rainer Waßner : Domizlaff, Hans . In: Franklin Kopitzsch, Dirk Brietzke (Hrsg.): Hamburgische Biographie . tape 5 . Wallstein, Göttingen 2010, ISBN 978-3-8353-0640-0 , p. 94-96 .
• Karlheinz Weißmann : Hans Domizlaff , in: Staatspolitisches Handbuch . Volume 3, Verlag Antaios, Schnellroda 2012. pp. 39-40. On-line
• G · E · M Society for Research into Branding eV, Berlin (ed.): 25 years of Domizlaff's » Branding Technology « back on the market , special issue for the MARKENARTIKEL magazine, issue 6/2007.

Web links

• Literature by and about Hans Domizlaff in the catalog of the German National Library
• Fedor Bochow: Domizlaff, Hans Wilhelm . In: Institute for Saxon History and Folklore (Ed.): Saxon Biography .
• Hans Domizlaff Archive

Individual evidence

1. ↑ see also Hans Domizlaff: Nachdenkliche Wanderung - Autobiographische Fragmente, Zurich 1992 (first published 1950), pp. 97 ff. And 121 ff.
2. ^ Domizlaff, Hans: With the yacht Dirk II in Norway: Three trip reports , Berlin: Klasing 1930, p. 182
3. ↑ Domizlaff, Hans: Dirk III: Pictures and thoughts from the world of cruising sailors , Berlin: Klasing 1934.
4. ↑ Fedor Bochow (2004): Domizlaff, Hans Wilhelm , in: Sächsische Biografie , ed. from the Institute for Saxon History and Folklore eV Online edition: http://www.isgv.de/saebi/ (15.10.2019)
5. ↑ s. Philipp F. Reemtsma: The company development 1910 to 1952, as a special print from the contributions to a company history, Hamburg 1953, p. 8 (not published).
6. ↑ see also Hans Domizlaff: Nachdenkliche Wanderschaft - Autobiographische Fragmente, Zurich 1992 (first published 1950), p. 565f. and der Spiegel: The Hitler Brand, pp. 60ff, 7/2005
7. ↑ see Jan Schlürmann: Schwarzer Adler, goldener Grund. The drafts of the commercial artist Hans Domizlaff for a new German flag (1932 and 1952) , Kiel 2017.
8. ^ Research results from the Hans Domizlaff Archives, Frankfurt am Main. See also Willi Bongard: Men make markets. Myth and Reality of Advertising , 1964, p. 244.
9. ^ Paul W. Meyer (Ed.): Encounters with Hans Domizlaff. Festschrift for his 75th birthday ; Economy u. Advertisement, Essen 1967; see: HORIZONT, ​​No. 42, October 16, 1992, p. 73.