{"id":3608,"date":"2023-07-01T13:15:43","date_gmt":"2023-07-01T11:15:43","guid":{"rendered":"https:\/\/staging.brand-club.net\/?p=3608"},"modified":"2026-02-18T13:57:09","modified_gmt":"2026-02-18T12:57:09","slug":"brand-forum-2023-marke-trau-dich","status":"publish","type":"post","link":"https:\/\/brand-club.net\/en\/brand-forum-2023-marke-trau-dich\/","title":{"rendered":"Brand Forum 2023: Brand? Dare to be different!"},"content":{"rendered":"

Some ideas are so obvious that you wonder: Why on earth is the Brand Forum of the internationally active Brand Club only taking place in Brand for the second time? The concept is so compelling, however, that it will become an annual event, as the Brand Club board promises in its summary. The common thread was the conviction that branding as a leadership approach is about trust, requires trust, and can and must dare to take risks.<\/strong><\/p>\n\n\n\n

How Univ.-Prof. Dr. <\/b>Kurt Matzler <\/b>The fact that he had impressively bridged the gap between theory and practice for an entire evening at the opening of the Brand Forum would have been an event worth attending in itself. The Tyrolean professor is one of the world's most cited strategy professors. In his work, he addresses, both theoretically and practically, questions of long-term success and how companies can successfully innovate their business models.<\/p>\n\n\n\n

In Brand, he powerfully illustrated to the participants that "past success is one of the biggest barriers to necessary change." He advocated for developing disruptive business models with trust in collective intelligence. Instead of fighting resistance within his own ranks, Matzler relies on diversity and the intelligence of the crowd. In other words, he focuses on open and transparent strategy processes that involve large groups of internal and external individuals who are not normally part of such processes. Matzler is convinced that this significantly increases the number and quality of ideas, as well as commitment to the strategy. He explains, "Many strategies are developed in isolation from the grassroots and sold as a pre-packaged solution. The result: They fail to address the challenges of implementation, are not understood, and lack support."\u201e<\/p>\n\n\n\n

For the author of several bestselling books, strategic adjustments always require looking outwards. "90 percent of successful business model innovations are nothing more than transferring successful patterns from other industries," Matzler states, making the reason clear. "We don't have to reinvent the wheel."\u201e<\/p>\n\n\n\n

Impressive ambience<\/strong><\/p>\n\n\n\n

Matzler's presentation kicked off a two-day event that brought together international brand experts and brand managers in an exclusive group of around 30 people for an exchange of ideas. Not only the venue itself, at an altitude of 1700 meters in the mountain restaurants, but also the surrounding area itself, which offered a unique setting. Joy<\/i> and Goona<\/i> It's something special. The formats also offered plenty of variety. Lectures, moderated talks, lots of dialogue and in-depth questions in smaller sessions, combined with the inspiring atmosphere of an unusual setting amidst the breathtaking natural beauty of the Brandnertal valley, created an impressive mix with different perspectives in every respect.<\/p>\n\n\n\n

Complaining won't help.<\/strong><\/p>\n\n\n\n

The second day also featured more highly engaging speakers who offered diverse perspectives on the topic of branding. And they all agreed on one point: Branding is about trust. Branding needs trust. Branding has to be bold. Or, as it were... Holger Meyer <\/b>He formulated it this way: "Stand firm, look far, and move!" He was the first German employee of [company name] in 2001. Google<\/i>. Since moving into the banking sector, which was new to him at the time, he has been particularly concerned with the question of how to implement digitalization in a regional bank \u2013 in his case, the Volksbank Raiffeisenbank Itzehoe<\/i> \u2013 can bring about. His current interim conclusion on this: \u201eWe are right in the middle of disruption and transformation. Let's not lament, but make the best of it.\u201c His method: Thinking from a different perspective, taking small strategic steps of experimentation, and making an open culture possible.<\/p>\n\n\n\n

acted in a similarly unconventional manner with Felipe Gomez de Luis<\/b> of the Liechtenstein VP Bank<\/i> A second representative from the financial world took to the Brand Forum stage. For him, the key to "the inexhaustible potential at every touchpoint" is "a clear set of values in order to implement those improvements at the right time and in the right place that strengthen brand trust.".<\/p>\n\n\n\n

Clear focus<\/strong><\/p>\n\n\n\n

As a local hero Clarissa Steurer<\/b> She was a guest at the 2nd Brand Forum. She founded her company five years ago. CLARISSAKORK,<\/i> The company produces high-quality embroidered or printed carpets and home accessories from the versatile natural material cork. What began as a somewhat ridiculed idea has become a multi-million-euro business with 20 employees. "Because we have always maintained our focus on cork, our keen sense for customer needs, and our manufacturing approach with the highest standards of quality and functionality," the entrepreneur and mother of two is convinced.<\/p>\n\n\n\n

Mario F\u00fcrst<\/b> has partnered with the company specializing in ginger shots Monastery Kitchen<\/i> He founded his 40th company. His insight: "You don't gain customer trust overnight. Building a brand is an extremely demanding and long-term journey of discovery." The path of his now very successful company has been characterized by a process of trial and error. For F\u00fcrst, trust is crucial \u2013 alongside perseverance, authenticity, and honesty.<\/p>\n\n\n\n

It remains to be noted that the 3rd Brand Forum on June 20th\/21st, 2024 in Brand <\/b>It will take place. A key event for all those who want to examine the topic of brand building and management from different perspectives in an unusual setting, and who are looking for dialogue and genuine networking.<\/p>\n\n\n\n

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Es gibt Ideen, die sind so naheliegend, dass man sich fragt: Warum um alles in der Welt findet das Brand Forum des international aufgestellten Brand Clubs in Brand erst zum zweiten Mal statt? Das Konzept ist jedenfalls so bestechend, dass es zu einem j\u00e4hrlichen Fixpunkt wird, wie der Vorstand des Brand Club in seinem Res\u00fcmee […]<\/p>\n","protected":false},"author":3,"featured_media":3658,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14,13],"tags":[15,16,17,18,19,20,21],"class_list":["post-3608","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-forum","category-markenthemen","tag-brand","tag-brand-club","tag-brand-forum","tag-marke","tag-markenexperten","tag-markentransformation","tag-markenwandel"],"acf":[],"_links":{"self":[{"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/posts\/3608","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\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/comments?post=3608"}],"version-history":[{"count":10,"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/posts\/3608\/revisions"}],"predecessor-version":[{"id":6148,"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/posts\/3608\/revisions\/6148"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/media\/3658"}],"wp:attachment":[{"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/media?parent=3608"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/categories?post=3608"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/tags?post=3608"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}