Brandification Blog
Interview with Prof. Dr. Yonca Limon-Calisan – Brand University of Applied Sciences Hamburg
As Professor, Vice President Research and Head of the Brand Innovation Master’s program, Prof. Dr. Yonca Limon-Calisan passes on her expertise on the subject of brands to her students at the Brand University of Applied Sciences Hamburg. We talked to her about the emotional appeal of brands and learned why artificial intelligence will be indispensable for the future of brand management.
Interview with Holger Winkelsträter – Head of Marketing & Communication at Caverion
Caverion has taken up the banner of “Building Performance” and thus stands for technical building equipment in all trades, from office complexes to hospitals to congress centers. We talked to Head of Marketing & Communication Holger Winkelsträter about marketing learnings from 2020 and found out what the must-have weapon for successful brand management is in the new year…
Interview with Sophie Zepnik, Co-Founder of hejhej-mats
For us it is particularly important to build a genuine and transparent brand. The core of our company is sustainability and every little detail of a product is questioned. This is exactly what we want to convey with our brand.
Interview with Philipp Stracke – Head of Brand at FlixBus
As Head of Brand at FlixBus, Philipp Stracke looks back on a turbulent year for his brand. We talked to him about why simply continuing to advertise doesn’t work during the crisis and about his advice on brand management in 2021.
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 Brand Implementation Manager Nicolas Kubanek
As a Temporary Brand Manager, Nicolas Kubanek has accompanied many brands in their development and, above all, in their implementation. Especially the integration of employees is often a central challenge when it comes to creating holistic brand experiences. We talked to him about why brand work is a matter for the boss and learned from him what brand managers and conductors have in common…
Interview with Flora Marchetto – Brand Manager at Sup de Luxe
Founded by Cartier in 1990, Sup de Luxe is the reference school for luxury management and recognized for its teaching team consisting entirely of professionals in the sector. Cartier Chair since then, Sup de Luxe welcome more than 400 students from all over the world every year, from the Bachelor to MBA and MSC. Flora Marchetto has been Brand Manager for Sup de Luxe for more than 2 years now and is proud of what the school became through these years – the alliance between tradition and innovation. Flora aspires to keep the school spirit of a historic school, while innovating as a brand. The opportunity of living abroad and meeting people from all around the world helped her export the French flair of her school to international students. Today we talked to Flora Marchetto about her work as Brand Manager in the luxury sector, about story-telling and about « le luxe cool »…
Interview with Gustav Kjellberg – Brand Manager at Awake Electric Surfboards
Gustav Kjellberg is Brand Manager at the Swedish tech-startup Awake, a brand recognized for premium quality and delivery throughout the international yachting industry building premium electric watercraft. We talked to him about the importance of brand values, about sticking together and about blood, sweat, tears and Cake…
Interview with Reto Sidler – Head of Communications and Marketing at Greater Zurich Area
As Head of Communications and Marketing at Greater Zurich Area, Reto Sidler develops and manages the Greater Zurich brand to be an excellent and stable business and technology center. We talked to him about how digitalisation makes brand management easier and more complicated at the same time, and we found out who runs your brand if you don’t…
Interview with Mike T. Freche – Global Brand Manager at BASF Construction Chemicals
As Global Brand Manager at BASF Construction Chemicals, Mike T. Freche is not only a brand expert, but also coaches both national and international companies as well as start-ups in the area of brand development and management. We talked to him about what brands and competitive sports have in common and explained why face masks do not suit every brand…
Interview with Moritz von Wysiecki – Global Head of Marketing at va-Q-tec AG
In our interview this week, we spoke to Moritz von Wysiecki, Marketing Director at va-Q-tec, about credibility and about the present-day and future of brands. We found out from him what black images on Instagram have to do with authenticity and why beer will not save rainforests in 2020…