How values make brands strong

„An appeal for more truthful­ness in brand manage­ment“.
That was the title for the „MCB Impuls“ of the Mar­ke­ting­club Ber­lin on May 25 in our Ple­num.
As a key­note spea­k­er, the Mar­ke­ting­club Ber­lin had brought in the lumi­na­ry par excel­lence:
Hans-Chris­ti­an Schwin­gen is a mul­ti­ple award-win­ning brand expert who, accor­ding to Absatz­wirt­schaft, is a role model in the field of brand stra­tegy and manage­ment. His care­er has taken him to Sprin­ger & Jaco­by, Audi and Deut­sche Tele­kom, whe­re as Chief Brand Offi­cer he trans­for­med a sto­lid tech­no­lo­gy pro­vi­der into a digi­tal expe­ri­ence brand.
In a very prac­ti­cal way, Hans-Chris­ti­an Schwin­gen argued how important it is to deal with the topic of values and cal­led for a truth check of one’s own com­pa­ny. His cre­do: the truthful­ness of value-ori­en­ted brands is mea­su­red by their actions, not by their words. Com­pa­nies bear respon­si­bi­li­ty, becau­se with their brands, pro­ducts and mes­sa­ges they have an impact on values, life­styl­es and con­su­mer cul­tures.
The talk, which included a mes­sa­ge to turn a „why“ into a for­ward-loo­king „what for,“ was fol­lo­wed by a lively dis­cus­sion about social chal­lenges, green­wa­shing and the com­mon good eco­no­my, which con­tin­ued during the net­wor­king that fol­lo­wed.
The evening ended at AXICA with wine and regio­nal snacks.

Tip: Schwin­gen has published his many years of expe­ri­ence on the cli­ent and agen­cy side tog­e­ther with Nina Rie­ke in the book „Wie Wer­te Mar­ken stark machen“ (How Values Make Brands Strong) as a gui­ding sys­tem for value-ori­en­ted brand management.

Pho­tos: AXICA / © Johan­nes Jost