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10 questions for Marketing Manager Liselotte Pichler Kager (Mila)

Interview with Liselotte Pichler Kager from Mila

What do mountain farmers have to do with brand management? In the following 10 questions, Liselotte Pichler Kager gives us a brief and concise insight into her work as head of marketing at Mila.

Ms Pichler Kager, thank you very much for being here today! What was your favourite brand during your childhood and why? And what is it today?

Childhood: ” Kinder” (by Ferrero). Because of the creative products, such as “surprise eggs” and accompanying commercials.

Today: “Mila”. There are many reasons, such as the 2,500 South Tyrolean mountain farmers behind it, the high-quality dairy products, the modern company.

What works internally to attract employees as brand ambassadors?

Clear values, well communicated internally and above all, embodied by the company.

Imagine that you meet a brand fairy who can fulfil all your wishes for your brand. What would you wish for from her?

That Mila and everything behind it becomes known to an even larger audience.

What developments and trends do you currently see in the area of branding?

Consumers demand more and more transparency from a brand and get it through the direct exchange through the new media. Only brands with honest and authentic messages will have long-term success.

And what developments and challenges do you see in the next 5-10 years?

One major challenge is a change in media consumption. The young generation often moves away from the classic media such as TV or print. Brands must be made more and more accessible and experienceable (e.g. through influencer marketing).

Which 3 measures could be used to win over employees for a brand in the long term?

  • Clearly define brand values
  • Lively brand values and internal communication
  • Employees must find their own values in the brand values. The company must match them, but they also have to match the company.

Do you see certain departments in which it is particularly challenging to win over employees for a brand?

Basically it is a challenge in all areas. 

How would you convince someone of the importance of your brand with just one argument?

Mila is the combination of South Tyrolean mountain farming tradition and contemporary, high-quality dairy products. 

If you wouldn’t work for Mila, which brand would you like to work for and why?

It’s hard to say. I would certainly work for a food brand, as the industry is very exciting.

What do other departments expect from a marketing/brand manager (team)?

To manage a brand with the involvement of all divisions.

A very big thank you to you, Liselotte Pichler Kager and we wish you all the best!

Interview with Bernhard Scholz from BrandTrust

Interview with senior brand consultant Bernhard Scholz (BrandTrust)

Why should a company close its shops on Black Friday? And what can we learn from rowing boats about the topic of brand? Today we are talking to Bernhard Scholz from BrandTrust, who as a Senior Brand Consultant helps top managers to increase the attractiveness of their own brand and thus tap undiscovered business potential.

Interview with Kathrin Englmann-Moosburger from Neumarkter Lammsbraeu

Interview with Kathrin Englmann-Moosburger – Head of Brand & Communication at Neumarkter Lammsbräu

As Head of Brand & Communication at Neumarkter Lammsbräu, Kathrin Englmann-Moosburger is an expert for consistent brand management and charging brands with credible storytelling. As a manufacturer of sustainable organic beverages for several generations, Neumarkter Lammsbräu as a brand stands for living values and taking responsibility. We talked to Kathrin Englmann-Moosburger about authenticity and why a brand cannot always be everybody’s darling…

Interview with Mike Freche

Interview with Mike Freche – Global Brand Manager at MBCC Group

In today’s interview, we are talking to Mike Freche, Global Brand Manager at MBCC Group, about the rebranding process at MBCC Group. We get insights on the difficulty of uniting a multitude of brands under one roof and how Brandification can help lead this process to success from the customer’s point of view.

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