Winter is just around the corner and we at the Brand Club would like to use this time of transition to recap the events of the past few months.
The Brand Bowls The events in autumn were once again a complete success and – like the events in spring – were entirely focused on our guiding question this year: „TRUSTED BRANDS – How much trust does the future need?“.
In an era of constant change and evolving rules, the question of how brands can build, reproduce, and capitalize on trust is more relevant than ever. It is increasingly important to surprise and delight within established customer expectations, and this requires a high degree of adaptation and reinvention from the companies behind a brand.
At the Brand Bowl at the Genesis Motor Europe studio in Zurich Daniela Ciotto from SBB RailAway, Gregor Eicher from BANK CLER, and Sarah Safri from SWISS MARKETPLACE GROUP, representing strong brands, gave us inspiring insights into their work and highlighted the challenges they currently face and where they see potential for the future. A lively discussion followed in our established bowl format, moderated by Brand Club board member Bastian Schneider.
Even at the Brand Bowl in Hamburg The focus was on the future. In their keynote speeches, Robert Wiegand (Head of Marketing at toom Baumarkt) and Matthias Lechner (Managing Director at NFBrands.X) illuminated, from the perspectives of retailers and agencies respectively, the transformative challenges that brands face today. Matthias Lechner demonstrated the opportunities that Web3, Metaverse, and similar technologies offer for retail brands and individual retail brands. The subsequent discussion, moderated by Brand Club board members Christian Prill and Ambassador Michael van Droffelaar, further explored and expanded upon the ideas and questions raised by the presentations.
Furthermore, last week in Zurich a Brand Club Deep Dive The event focused on the topic of "Employer Branding in Times of Skilled Labor Shortages." Following a brief introduction by our host, the Square, on "Myths of Electromobility," three short presentations explored the rules of the game for employer branding from different perspectives, against the backdrop of the current skilled labor shortage. Ralph Hermann from Heads Corporate Branding kicked things off with his presentation, "On Hunting and Baiting in Employer Branding." Anja Bates, Chief Human Resources Officer of AMAG Corporate Services AG, then spoke about AMAG's initiatives to offer women an attractive working environment and present the company as an appealing employer. Catherine MacGillivray-Prantl, Global Head of Talent Management & Culture at the Comet Group, concluded the presentations, demonstrating how a sustainably differentiating employer promise can generate attention and emotionally engage talent. These presentations served as the starting point for the ensuing stimulating discussion.
We would like to thank our outstanding speakers and all participants for their engagement and interest. Special thanks also go to our location sponsor Office One, our cooperation partner Superbrands Germany, and Ralph Hermann of Heads Corporate Branding for the wonderful organization of the "Brand Club Deep Dive" in Zurich.
Once again, it has been shown how valuable and enriching it is when motivated individuals come together and exchange their individual perspectives in order to jointly face the challenges of the future!