Update from the Chancellor – Beauty $$$, Pretty Hotels, Soap & a Ghost

Before anything else, a heartfelt thank you. Over the past weeks, I’ve received so many kind messages and warm thoughts from students, alumni, parents, and partners while my mother was ill. I’m very grateful to share with you that she is currently in a rehabilitation center and slowly regaining her strength. Your messages meant a lot—they reminded me once again what a truly wonderful community we have.

The Power of Positivity & Curiosity

When things get tough, it’s easy to get caught in the wave of worry. But something I’ve learned—particularly through my academic work—is that knowledge helps keep you grounded and forward-looking. One of the joys of being part of an academic environment is staying in touch with the latest research and perspectives. It gives you that little reminder: the world is constantly moving, and there’s so much to discover.

One study that recently caught my attention comes from a university in China. It looked at the relationship between self-perceived beauty and materialism—and yes, apparently, the more beautiful people think they are, the more materialistic they become. But here’s the kicker: the more materialistic someone is, the more beautiful they tend to feel. It’s a fascinating loop—and it starts to make sense when you think of brands like Gucci or Prada and how they market themselves. The connection between identity, self-perception, and consumption is something that never stops surprising me.

Big Love for Small Brands

As I spent a lot of time recently helping and supporting my mother, I found comfort in simple things—little discoveries, interesting companies, and good stories.

One of them is from my childhood neighborhood: a young man I grew up with has launched a beautiful concept called Pretty Hotels. He collects and presents boutique hotels from around the world—small, family-owned gems with character and charm. Just like New European College, these places don’t try to compete with big chains—they offer quality, authenticity, and heart. And no, I’m not getting anything for mentioning them—I just really love the idea.

Big Foot Forever

Another one that always cheers me up (and has become one of my favorite examples in class) is a company called Dr. Squatch. They make natural soap bars for men, but what makes them brilliant is their marketing. It’s funny, honest, and incredibly effective—plus, the soap is genuinely great. This is what we call “disintermediation”—cutting out the middleman—so the company can focus on quality and keep prices fair. And I’ll admit it: I’ve reordered. Multiple times. (No I don’t own any stocks of the company.)

The Chancellor lifts Weights

And finally, one more personal favorite: GHOST. Yes, I know… a Chancellor writing about protein powder. But as someone who has been lifting weights for almost 40 years, I’ve had my fair share of bland, chalky shakes. GHOST changed that. They make fun, delicious supplements—and what’s more exciting is the way they build their brand through partnerships (Oreo-flavored protein powder, anyone?) and community. Again, smart marketing meets great product. It’s a joy to watch—and even more fun to share with students who are passionate about branding and entrepreneurship.

Business Can Be Beautiful

All of this brings me back to what I always say: studying business is not just about numbers and theories. It’s about discovering your passion and seeing how ideas become reality. These companies show us that business—when done with heart and creativity—can be meaningful, fun, and incredibly rewarding.

If you’re curious about how niche marketing works, how storytelling builds brands, and how strategy meets soul, then I’d like to invite you to a trial lecture I’ll be giving this Tuesday afternoon. It’s open to anyone interested in business, branding, or just looking for some fresh inspiration. You can sign up easily by clicking here.

Sending warm greetings from Munich,
and once again, thank you for your kindness.

Yours,
Sascha Liebhardt

PS – If you have not read it, here is my update for 10 years NEC!