The brand is an inspiring theme that we find in Brand Club This has repeatedly provided new insights into business contexts. We succeeded in doing this again very well at our Brand Bowl on March 15, 2023 in Zurich, on the topic of "TRUSTED BRANDS – How much trust does the future need?", moderated by Brand Club board member Bastian Schneider.
The three great driving forces: Maren Kunfermann from Ifolor Group, Bruno Leyendecker from Clearblue at SPD Swiss Precision Diagnostics and Nadja Erhart from BELDONA AG They gave intimate insights into the inner workings of their brand management – and into the intimate relationships that have developed between their brands and their customers.
The subsequent Brand Bowl session featured lively discussions, fruitfully breaking down the commonplace notion of "brand trust" into important but often overlooked factors contributing to its development. Many thanks to all participants for their keen interest in the topic of branding and for their active participation in the discussion.
Here are the key takeaways from Bastian Schneider and Brand Club member Peter Lux:
- Those who want to build brand trust should take some entrepreneurial risks.
- Anyone who wants to build genuine brand trust on the customer side should first cultivate a genuine appreciation for their customers and their needs on the brand side.
- Anyone who truly wants to "be with their customers" should be exactly where they can surprise their customers again tomorrow.
- The brand is not dependent on the product's success! Without thoroughly clarifying the company's purpose (again), there can be no sustainably successful brand future.
- For a long-term, robust relationship between brand and customers, it is not enough to simply convey the product's usage situation vividly and empathetically. Only the inclusion of the social environment leads to success.
- «Retailer» and «manufacturer» are two role models whose interaction must be consciously and transparently orchestrated in order to maintain trust in the brand in a digitized market world.
- And one insight was confirmed once again: a brand is always created – regardless of the business model. But does it also effectively support the achievement of company goals?
Brand Club member Piergiorgio Cecco and the whole Genesis Motor Europe The team in Zurich once again shone with perfect hospitality. And – last but not least – Victoria Veselkina from Moët Hennessy Private Retail with inspiring background information about the brand Ruinart for a wonderful transition into the lively networking part of the evening. We thank everyone who participated for their contributions!
