Under the motto "From Line to Circle \u2013 Brands on the Path to the Circular Economy," the first Frankfurt Brand Bowl, organized by Brand Club Ambassador Erich Posselt, focused on the question of how brands can actively shape the transformation of our economy towards a more sustainable future. Keynote speaker Sandra Wolf, CEO of Riese & M\u00fcller, spoke impressively about the challenges and opportunities of sustainable corporate management, demonstrating that sustainability is not merely a corporate goal, but must be firmly anchored in the corporate culture as an attitude. The ensuing discussion highlighted how brands can significantly contribute to a societal shift in thinking and a gradual transformation of the economy through new business models, innovations, sustainable design, and the promotion of long-term value creation.<\/p>\n\n\n\n \u00a0<\/p>\n\n Brand Bowl Zurich \u2013 the appeal of brands<\/strong><\/p>\n\n In Zurich, the central question was "From awareness to attractiveness \u2013 How do we increase our appeal?" Dominik Streich from Z\u00fcrcher Kantonalbank and Lilian Aylin Schmidt from AXA Switzerland provided fascinating insights into the implementation of their brand strategies. In their presentations, as well as in the subsequent Brand Bowl discussion moderated by Brand Club President Bastian Schneider, it became clear that simply investing in brand awareness is not enough for long-term success. Rather, it requires unique services and an internally embedded brand program that is embraced by all employees.<\/p>\n\n\n\n \u00a0<\/p>\n\n Brand Bowl Hamburg \u2013 Corporate Political Responsibility (CPR)<\/strong><\/p>\n\n \u201eStrengthening Democracy \u2013 What Can Companies Do?\u201c was the question posed at our Brand Bowl in Hamburg, initiated by Brand Club Ambassador Michael van Droffelaar. In the keynote speeches by Dr. Johannes Bohnen, expert in Corporate Political Responsibility, and Charlotte van Randenborgh, political communications and press spokesperson at Bayer, as well as in the subsequent discussion, it became clear that companies, as social actors, should assume responsibility not only in economic terms but also politically. Measures can range from anchoring CPR in the brand's core values and formulating a political mission statement to CEO activism, democracy workshops, and granting employees time off for voting, and are also recommended for small and medium-sized enterprises.<\/p>\n\n\n\n \u00a0<\/p>\n\n Brand Bowl Cologne \u2013 The world's oldest perfume brand in focus<\/strong><\/p>\n\n At our first Brand Bowl, organized by Brand Club Ambassador Stefan Str\u00f6tgen in Cologne at congstar in the Rheinauhafen district, the thematic focus was on the importance of brand history for business success. We used the world's oldest perfume brand, Farina 1709, as a case study. Owner and Managing Director Johann Maria Farina provided us with incredibly fascinating firsthand insights into the brand's origins and development over 300 years, drawing on his 320-meter-long brand archive (!). These insights ranged from early customer loyalty strategies and various crises and opportunities arising from societal upheavals to the brand's future plans. Building on this foundation, the subsequent discussion explored Farina's brand values over time, current challenges, and the significance of fragrance in brand management.<\/p>\n\n\n\n \u00a0<\/p>\n\n Brand Bowl Vienna \u2013 Tradition and Transformation<\/strong><\/p>\n\n In the atmospheric setting of the Schlumberger cellars in Vienna, Brand Club board member Christian Thomas took his guests on a journey through the eventful history of two traditional brands: the Schlumberger sparkling wine cellar and the M\u00fchlbauer hat manufactory. The keynote speeches by Bettina Ullmann and Klaus Muehlbauer offered profound insights into the current challenges and necessary adjustments these brands have had to undergo over the years to maintain their identity and successfully develop their businesses.<\/p>\n\n\n\n \u00a0<\/p>\n\n Brand Journey Bad Ragaz \u2013 Experience the brand<\/strong><\/p>\n\n Our very first Brand Journey, organized by Brand Club Ambassador Lucienne Calderon, to the Grand Resort Bad Ragaz was an exceptional experience. During a panel discussion, Milos Colovic, General Manager of the Grand Resort, and Tobias Wehrli, CEO of EFG Bank von Ernst, explained the importance of customer experiences in two sectors where it is essential to continually surprise and delight customers with particularly high expectations. The evening was extremely stimulating, the discussions were in-depth, and thanks to the Grand Resort's excellent cuisine, it was also a true culinary delight.<\/p>\n\n\n\n\n \u00a0<\/p>\n\n Thanks and outlook<\/strong><\/p>\n\n\n We would like to express our sincere thanks to all the organizers for their voluntary commitment to the Brand Club, to our speakers for their valuable contributions, and to all the participants for the many inspiring conversations we were able to have together.\u00a0<\/p>\n\n This autumn has once again shown how dynamic and exciting the world of brands is and how much potential lies in the open exchange between companies, science and consulting.\u00a0<\/p>\n\n Now we look forward with great anticipation to a new club year full of shared moments centered around our shared passion: "brand".<\/p>\n\n See you again soon. Stay tuned!<\/p>","protected":false},"excerpt":{"rendered":" Der diesj\u00e4hrige Herbst war f\u00fcr den Brand Club ein wahres Fest inspirierender Veranstaltungen in ganz DACH und gepr\u00e4gt durch\u00a0unseren\u00a0regen\u00a0Austausch zum Thema Marke und ihrer Relevanz im Wandel der Zeit. Ein au\u00dfergew\u00f6hnliches Event folgte aufs andere: Von den ersten Brand Bowls in\u00a0Frankfurt und K\u00f6ln \u00fcber die \u201eKlassiker\u201c in Z\u00fcrich, Hamburg und Wien\u00a0bis hin\u00a0zu unserer allerersten Brand […]<\/p>\n","protected":false},"author":3,"featured_media":4662,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[11],"tags":[22,16,42,18,34,21,28],"class_list":["post-4659","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events","tag-brand-bowl","tag-brand-club","tag-brand-journey","tag-marke","tag-markenfuehrung","tag-markenwandel","tag-verantwortung"],"acf":[],"_links":{"self":[{"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/posts\/4659","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=4659"}],"version-history":[{"count":3,"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/posts\/4659\/revisions"}],"predecessor-version":[{"id":5813,"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/posts\/4659\/revisions\/5813"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/media\/4662"}],"wp:attachment":[{"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/media?parent=4659"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/categories?post=4659"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brand-club.net\/en\/wp-json\/wp\/v2\/tags?post=4659"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"https:\/\/brand-club.net\/wp-content\/uploads\/2024\/11\/tempImagezYrFS8.heic\")
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