{"id":3176,"date":"2022-08-11T15:36:27","date_gmt":"2022-08-11T13:36:27","guid":{"rendered":"https:\/\/staging.brand-club.net\/?p=3176"},"modified":"2022-08-11T15:36:27","modified_gmt":"2022-08-11T13:36:27","slug":"experts-talk-stefan-sallandt-ueber-den-wandel-als-die-ueberlebenswichtige-eigenschaft-der-marke","status":"publish","type":"post","link":"https:\/\/brand-club.net\/en\/experts-talk-stefan-sallandt-ueber-den-wandel-als-die-ueberlebenswichtige-eigenschaft-der-marke\/","title":{"rendered":"Experts Talk: Stefan Sallandt on change as the vital characteristic of a brand"},"content":{"rendered":"

Stefan Sallandt<\/strong> As a passionate brand manager in Europe and Asia, he has always bridged the gap between different cultures. His 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 as CEO of Mattel in Frankfurt. Since July 2021, this brand strategist has been developing the business of the bathroom furniture specialist burgbad as CEO for the Istanbul-based holding company ECZACIBASI. On June 25, 2022, he was a guest at the Brand Forum in Brand.<\/em><\/p>\n\n\n\n

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What makes burgbad a brand?<\/em>
We all know that a good brand arises from the promise of certain values and the successful communication of specific emotions. Whether and how this brand building succeeds also depends on the product and its specific market. In the case of burgbad, this includes high-quality, design-oriented bathroom furniture and fittings, as well as the three-tiered sanitaryware industry, characterized by artisanal structures and technical requirements.<\/p>\n\n\n\n

What distinguishes the burgbad brand?<\/em>
First and foremost, burgbad credibly fulfills two of the most important criteria for sustainable branding: continuity and a reliable quality promise. This, in turn, is closely linked to German production and sustainability \u2013 two values that strongly define the brand and contribute significantly to its strength. Furthermore, we define the brand as innovative and confident, reflecting its self-assured, independent development. It is no coincidence that burgbad is today considered the world market leader for customized solutions in the premium segment.<\/p>\n\n\n\n

Who is burgbad's brand promise aimed at?<\/em>
Since we, as a partner in the three-tier distribution channel, have only a few touchpoints with the end customer, the service concept is of crucial importance for burgbad's relationship with wholesalers, specialist retailers, and tradespeople. Nevertheless, our communication is geared towards the end user: We create bathroom dreams that are as individual as the people who use them. Today, as a premium brand, we convey a unique "way of life" for the bathroom. We specialized in bathroom furniture as early as 1966. This still sets us apart from most of our competitors, who tend to develop bathroom furniture as a supplementary product line.<\/p>\n\n\n\n

What generally makes a brand a good brand?<\/em>
The strength of a brand is demonstrated by its ability to evolve without losing or denying its core.<\/p>\n\n\n\n

What does that mean specifically for Burgbad?<\/em>
burgbad aims not only to build high-quality bathroom products but also to give its customers the freedom to design their own individually beautiful bathroom. To achieve this, we have combined traditional manufacturing with Industry 4.0. Our product range allows for over 30 million potential combinations! This would not be possible without modern, digitized production and order management.<\/p>\n\n\n\n

How else does the burgbad brand adapt to constant change?<\/em>
Over the past 20 years, the bathroom has transformed into a lifestyle space. Our commitment to design has allowed us to capitalize on this trend: bathroom furniture, more than any other product, defines the style of a bathroom. With our collections and innovations, we have become a trendsetter in the industry.
Many companies, especially smaller, traditional ones, exhibit the opposite of stagnation: they build their long-term existence on constant change. burgbad is one such company. It has a strong culture of innovation and has consistently evolved in line with customer needs and the market.<\/p>\n\n\n\n

What were the key success factors along this path?<\/em>
For a company of our size, agility is crucial: that is, the leadership's will to remain competitive through innovation and adaptation. Plus, the trust of our employees to embrace these paths. What we had to learn was the strategic integration of sustainability into our business philosophy and operational organization. Today, sustainability is an integral part of every corporate decision, from energy management and sustainable products to our e-bike fleet for employees.<\/p>\n\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

Stefan Sallandt hat als Brand Manager aus Passion in Europa und Asien schon immer zwischen unterschiedlichen Kulturen vermittelt. Seine Heimat ist die jeweilige Marke. Bei Procter & Gamble baute er das Beauty-Gesch\u00e4ft aus und leitete das Baby Care- und Waschmittel-Gesch\u00e4ft. Nachdem er erfolgreich Duracells Abspaltung als eigenst\u00e4ndiges Unternehmen innerhalb der Holding managte, \u00fcbernahm er die […]<\/p>\n","protected":false},"author":4,"featured_media":3262,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14,13],"tags":[],"class_list":["post-3176","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-forum","category-markenthemen"],"acf":[],"_links":{"self":[{"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/posts\/3176","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/comments?post=3176"}],"version-history":[{"count":0,"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/posts\/3176\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/media\/3262"}],"wp:attachment":[{"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/media?parent=3176"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/categories?post=3176"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/tags?post=3176"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}