„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