\u201eAn appeal for more truthful\u00adness in brand manage\u00adment\u201c.
That was the title for the \u201eMCB Impuls\u201c of the Mar\u00adke\u00adting\u00adclub Ber\u00adlin on May 25 in our Ple\u00adnum.
As a key\u00adnote spea\u00adk\u00ader, the Mar\u00adke\u00adting\u00adclub Ber\u00adlin had brought in the lumi\u00adna\u00adry par excel\u00adlence:
Hans-Chris\u00adti\u00adan Schwin\u00adgen is a mul\u00adti\u00adple award-win\u00adning brand expert who, accor\u00adding to Absatz\u00adwirt\u00adschaft, is a role model in the field of brand stra\u00adtegy and manage\u00adment. His care\u00ader has taken him to Sprin\u00adger & Jaco\u00adby, Audi and Deut\u00adsche Tele\u00adkom, whe\u00adre as Chief Brand Offi\u00adcer he trans\u00adfor\u00admed a sto\u00adlid tech\u00adno\u00adlo\u00adgy pro\u00advi\u00adder into a digi\u00adtal expe\u00adri\u00adence brand.
In a very prac\u00adti\u00adcal way, Hans-Chris\u00adti\u00adan Schwin\u00adgen argued how important it is to deal with the topic of values and cal\u00adled for a truth check of one\u2019s own com\u00adpa\u00adny. His cre\u00addo: the truthful\u00adness of value-ori\u00aden\u00adted brands is mea\u00adsu\u00adred by their actions, not by their words. Com\u00adpa\u00adnies bear respon\u00adsi\u00adbi\u00adli\u00adty, becau\u00adse with their brands, pro\u00adducts and mes\u00adsa\u00adges they have an impact on values, life\u00adstyl\u00ades and con\u00adsu\u00admer cul\u00adtures.
The talk, which included a mes\u00adsa\u00adge to turn a \u201ewhy\u201c into a for\u00adward-loo\u00adking \u201ewhat for,\u201c was fol\u00adlo\u00adwed by a lively dis\u00adcus\u00adsion about social chal\u00adlenges, green\u00adwa\u00adshing and the com\u00admon good eco\u00adno\u00admy, which con\u00adtin\u00adued during the net\u00adwor\u00adking that fol\u00adlo\u00adwed.
The evening ended at AXICA with wine and regio\u00adnal snacks.<\/p>\n\n\n\n
Tip: Schwin\u00adgen has published his many years of expe\u00adri\u00adence on the cli\u00adent and agen\u00adcy side tog\u00ade\u00adther with Nina Rie\u00adke in the book \u201eWie Wer\u00adte Mar\u00adken stark machen\u201c (How Values Make Brands Strong) as a gui\u00adding sys\u00adtem for value-ori\u00aden\u00adted brand management.<\/p>\n\n\n\n
<\/p>\n\n\n\n
Pho\u00adtos: AXICA \/ \u00a9 Johan\u00adnes Jost<\/p>\n\n\n\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
\u201eAn appeal for more truthful\u00adness in brand manage\u00adment\u201c.That was the title for the \u201eMCB Impuls\u201c of the Mar\u00adke\u00adting\u00adclub Ber\u00adlin on \u2026<\/p>\n