The cow as a touchpoint: Experiential farming becomes a brand
Driving a Tesla to pick strawberries. But not just to the countryside, but rather to a staged agricultural experience. This trend offers opportunities for building sustainable experiential brands, as many examples demonstrate. While rural life and agriculture were once associated with the idea of hard physical labor, today they are primarily associated with members of the post-industrialized middle class […]
The brand as a key growth driver
5 Different Perspectives: Brand-oriented entrepreneurs and companies that understand and embrace branding as a leadership approach recognize today, especially in economically challenging times, that brand work and management are ideally suited as growth drivers. Why is this? The pandemic is – hopefully – coming to an end this year. Covid is becoming endemic, and we will […]
How much sense does brand meaning make?
To counteract their progressive loss of relevance, brands have recently been focusing on meaning- or purpose-driven offerings to revitalize themselves. Some are overdoing it. Now is the right time to critically examine the positioning of brands and their purpose-driven offerings. Brands have always experienced a loss of relevance, much like churches, political parties, and […]
Brand, change yourself!
The pandemic is – hopefully – coming to an end this year. Covid will become endemic, and we will once again adapt to a changed reality. In doing so, we will undoubtedly regain a significant portion of our quality of life. What does this mean for our brands? A new era. Much has happened in recent years. Many brands, like people, have […]
Brand Bowl „Austrian Brand Stories 2“
Today, the Brand Club Austria and designaustria hosted their second high-caliber panel discussion at the Vienna Museum Quarter as part of the "Austrian Brand Stories" exhibition. This time, the focus was on the challenging relationship between strategy and design. Following introductory presentations by representatives of the brands MAM and MANNER, the topic was discussed in a lively and sometimes controversial manner during a "Brand Bowl" session […]
Brand Bowl „Austrian Brand Stories 1“
Last Thursday, July 29th, the Brand Club Austria and designaustria hosted a high-caliber panel discussion as part of the "Austrian Brand Stories" exhibition at the MuseumsQuartier in Vienna. Challenges facing the brand industry were explored – for the first time in a face-to-face format – in the form of a "Brand Bowl." The in-depth exchange aimed at supporting the Austrian brand economy was facilitated by the participation of renowned brands and their representatives.
AfterWorkBreeze Digital Tsunami
The Digital Tsunami and its Impact on the Future of Brand Management: Digital transformation is affecting even brand professionals. Jörg Eugster opened the Brand Club Austria's (BCA) event calendar with his presentation on the "Digital Tsunami." The Swiss expert spoke exclusively about digital transformation. How does digitalization affect companies and their brands? This question was explored in his presentation.
Brand Day Family Querfeld
The event began at Café Museum on Karlsplatz, one of ten restaurants now owned by Irmgard and Berndt Querfeld. In her presentation, Irmgard Querfeld explained what it takes to successfully manage a café, patisserie, and restaurant empire with 350 employees. The family has been operating coffee houses in Vienna since 1976 – including Café Museum, among others […]
Brand in dialogue „A mixed sentence“
„If you don’t do it yourself, someone else will.“ The Brand Club Austria hosted a discussion on August 18, 2020, with top winemaker Michael Edlmoser and wine writer Gerhard Heczko. Moderated by Charlotte Hager (Managing Director of the Brand Club), the discussion took place during a wine tasting at Restaurant Schubert in Vienna’s first district, focusing on the Viennese blend of mixed and blended wines […]
Resch&Frisch Brand Day
How a traditional Wels company became a symbol of freshness. The BRAND CLUB AUSTRIA once again experienced branding with all its senses! This time, we were guests at Resch&Frisch in Wels. On October 10, 2019, Brand Club members had the exclusive opportunity to go behind the scenes at the successful bakery. How Resch&Frisch continuously enhances its brand […]