Fluid Brands #2 – The Brand Bowls on Tour
The Brand Bowl Tour, themed "Fluid Brands: How Much Change Does a Brand Need?", took participants from Hamburg and Zurich to Vienna. With a guest list packed with brand experts and engaging topics, the Brand Club kicked off the colder months. The speakers shared their own experiences and challenges with transformation and brand change. The subsequent bowls offered […]
First Brand Forum of the Brand Club in Brand – A review
Perfect weather and a picture-perfect alpine setting, magnificent locations at 1700 meters altitude, getting to know each other on the cable car – the conditions alone were unique when the Brand Club hosted its first Brand Forum in Brand, Vorarlberg. The icing on the cake of a highly successful premiere was four excellent speakers and an audience that […]
Experts Talk: Stefan Sallandt on change as the vital characteristic of a brand
Stefan Sallandt, a passionate brand manager in Europe and Asia, has always bridged different cultures. His true home is the brand itself. At Procter & Gamble, he expanded the beauty business and led the baby care and laundry detergent divisions. After successfully managing Duracell's spin-off as an independent company within the holding company, he took over […]
Experts Talk: Matthias Moosbrugger on brand development in the age of transformation
Matthias Moosbrugger is a member of the management board of the Rhomberg Construction Group, headquartered in Vorarlberg, and is responsible for business development in a future-oriented environment (including Austria's first wooden high-rise building). He was a guest at the Brand Forum in Brand, where he spoke about brand development in the age of transformation. He impressively outlined Rhomberg's journey […]
Experts Talk: Reza Razavi on the power of transformation
Reza Razavi gives a face to the topic of economic and societal transformation. After positions at the Management Center St. Gallen and the BMW Group, he is now a sought-after interviewee, speaker, and consultant. With an open perspective, images, stories, and interconnected thinking, Razavi paints a highly relevant overall picture, far removed from the often polarizing Silicon Valley discussions. On June 24th, […]
Transformation to digital brand management
Effectively leveraging the permanent changes brought about by digitalization remains a significant challenge for most companies today. While most engage with the topic in various aspects, they often lack the fundamentals. One thing is particularly striking: the necessary structure and brand integration are usually completely absent from this long-term process. [Study […]]
Experts Talk: Michael van Droffelaar on sonoro and brand management
Michael van Droffelaar is a keynote speaker at this year's Brand Forum in Brand, Vorarlberg (June 24-26, 2022). In his role as Director of Brand & Communication at sonoro, he will discuss how to mobilize the people behind the brand. Christian Prill is a volunteer board member for Germany at the Brand Club. His primary focus is on market penetration for design agencies and […]
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 […]