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Brandification - BrandTech Blog

Alexander Nehls from Dynafit

Interview with Alexander Nehls – International Marketing Director at Dynafit

In today’s interview, we talked to Alexander Nehls, International Marketing Director at the mountain sports brand Dynafit with a focus on mountain endurance sports. We talked to him about the role of the brand in the sports and outdoor sector and learned from him why consistent brand implementation is so crucial and how this can succeed. Also, Alexander Nehls told us why ski boots should be able to talk…

Sabine Schmittwilken

Interview with Sabine Schmittwilken – Head of Global Brand Management & Business Transformation

As a passionate marketeer, Sabine Schmittwilken has built up the brand innogy until March 2021 with a lot of experience in the energy industry – a great experience, as she tells us. We talked to her about the DNA of the brand and learned why the brand is a company’s most important investment.

Brandification Interview Antonio Paraiso

Interview with Business Speaker and Luxury Brand Consultant Antonio Paraíso

Antonio Paraíso studied International Trade in London and Luxury Brand Management in Madrid. After a successful career in International Business in big companies, António started his own business in consulting, training executives, business school teaching and public speaking. Throughout the years Antonio Paraíso has developed expertise in luxury marketing, sales, innovation and international trade. We talked to him about his vast experience as a business speaker and brand consultant and learned what luxury brands can teach us about successful brand management in general.

Dr. Joachim Böhler Union Investment Brandification Interview

Interview with Dr. Joachim Böhler – Head of Market Research / Strategic Brand Management at Union Investment

As Head of Market Research / Strategic Brand Management, Dr. Joachim Böhler has been loyal to Union Investment for many years. We talked to him about his prophecies for 2021, about lockdowns and joie de vivre, and learned what significance brand has for the minds and hearts of customers.

MBCC Group - Mike Freche interview with Brandification

Interview with Mike Freche – Global Brand Manager at MBCC Group

In our interview, we talk 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 make this process a success from a customer perspective.

Prof. Dr. Felicitas Morhart

Interview with Prof. Dr. Felicitas Morhart – Founder of the Swiss Center for Luxury Research

I hope I’m not stepping on anyone’s toes, but I would say that in the luxury sector, the brand is the most important asset of all. Hardly any other sector can say that the brand is so expensive, so “costly” for the customer, because the big difference in luxury – also in distinction to premium products – is that often the brand itself is a certain performance attribute for me and there is also a relation between the functional or economic value of the good, the brand and the price one pays.

Prof. Dr. Yonca Limon-Calisan

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.

Brandification Interview Holger Winkelsträter Caverion

Interview with Holger Winkelsträter – Head of Marketing & Communication at Caverion

Digitalization is certainly particularly visible in the brand experience at the moment. We are experiencing this above all where real brand experiences are being eliminated as a result of the pandemic. Examples of this are trade shows and events such as product launches. Nevertheless, I believe the importance of brand strength will increase, especially in the wake of digitization. However, this goes hand in hand with the increasing challenge of controlled brand management.

sophie-zepnik-anna-souvignier-hejhej-mats

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.

Philipp Stracke FlixBus Interview

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.