We are pleased to welcome you Erich Posselt as a new Brand Club Ambassador for Frankfurt We are pleased to introduce him! In the following interview, Erich gives us an insight into his personality and tells us which aspects of the topic of "brand" particularly interest and concern him.
BC: Please introduce yourself briefly.
EP: I'm Erich Posselt, a branding expert with over two decades of experience in the field. As Managing Partner at Neufrankfurt GmbH, I've developed market-leading strategies for Boehringer Ingelheim, Comma, Helaba, Fraport, and many other top companies. But for me, brands are more than just a job – they're a true passion.
BC: What perspectives on "brand" do you bring to the Brand Club?
EP: In my professional life, I focus on developing practical guidelines for effective brand management. In lectures and my book, I've also addressed fundamental questions such as "Who owns the brand – companies or consumers?" and "What does branding have to do with ethics and sustainability?". Furthermore, I enjoy exploring the fringes of branding – brand appropriation, consumer critique, brand and the circular economy. These in-depth explorations continually provide exciting inspiration for my professional and personal development.
BC: What opportunities do you see in the Brand Club and in your new role as Brand Club Ambassador?
EP: I see the Brand Club as a fantastic opportunity to contribute my curiosity and practical experience. The annual theme, "Brand and Responsibility," is a perfect fit. I look forward to inspiring and connecting decision-makers to optimize their daily work based on our shared experiences. I'm excited about the direct exchange, especially in a time when so much is becoming digital.
I thank the Brand Club for the trust they have placed in me and I look forward to the exciting journey ahead.
We thank you for the statement and look forward to working together!