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Tag: marketing

Brandification - BrandTech Blog

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.

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.

reto-sidler-greater-zurich-area-brandification-interview

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…

Moritz von Wysiecki va-q-tec Brandification Interview

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…

Franziska Hiller comma Brandification Interview

5 questions for Franziska Hiller – Team leader Brand & Social Media Marketing at comma,

As head of the Brand & Social Media Marketing team at the international fashion label comma, Franziska Hiller is part of the puzzle that contributes to the successful look of the brand comma. We talked to her about the new zeitgeist after Corona and about the role emotions play today in brand positioning.

Dr Stefan Zwerenz MAN Truck Bus Brandification Interview

5 questions for Head of Marketing and Brand Management Dr. Stefan Zwerenz (MAN Truck & Bus SE)

As Head of Marketing and Brand Management at MAN Truck & Bus SE, which won the 2019 Brand Award, Dr. Stefan Zwerenz is an expert in the field of brand management and internal brand commitment. We talked to him about which trends in brand management currently play a central role and how a Porsche comes into the children’s room…

Björn Lipski Glorit Bausysteme Brandification Interview

5 questions for Björn Lipski – Marketing Manager at Glorit Bausysteme

Björn Lipski is the marketing manager at Glorit Bausysteme in Vienna, which was awarded several times as Austria’s best property developer. In 5 crisp questions, he talks to us about a brand’s promise of quality and performance and the chance to step out of the shadows.

Dr Deborah Zani Rubner Haus Brandification Interview

Interview with Dr. Deborah Zani, Managing Director at RUBNER Haus

As Managing Director of RUBNER Haus in the RUBNER Group, a South Tyrol-based family business with 1300 employees in four countries and a great passion for the material wood, Dr. Deborah Zani knows how to successfully manage a brand with a 90-year history. We will discuss with her how the pandemic has influenced the brand orientation of customers and why it is important to find your own niche.

Philipp Giselbrecht Kaestle Brandification Interview

Interview with Marketing Manager Philipp Giselbrecht (Kästle)

As marketing director and product manager of the traditional Austrian ski manufacturer Kästle, Philipp Giselbrecht is on the move on a daily basis in dealing with the dynamic environment of brands. We talked to him about his experience in brand management and found out what current developments he sees in this area and what purple…
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Nicole Schulte Teambank Brandification Interview

Interview with Head of Marketing Nicole Schulte (TeamBank)

As Head of Marketing, Brand and Customer-Experience at TeamBank, Nicole Schulte is an expert in the field of brand and branding. We talked to her about what it takes to win over employees as permanent brand ambassadors and why even a sustainable company doesn’t have to plant trees to save the world…