Design, brands and what drives them: The German Brand and Design Congress.

The German Brand and Design Congress is a major industry event in the field of design and branding. It addresses current and future issues in the field of brand management and provides a unique forum for discussion, debate and networking.

The main goal of the German Brand and Design Congress is to focus on issues of practical relevance in the fields of design and branding: What’s the best way to manage the value of a brand through design? How and why do brands succeed in new markets? What’s the outlook for brands in 2020 and what impact will Industry 4.0 have on it? The high quality presentations and roundtable discussions at the German Brand and Design Congress will use actual examples to address issues that are central to branding professionals today and that will be relevant in the future as well.

The German Design Council sponsors the annual German Brand and Design Congress, which since its inception in 2009 has successfully carved out a significant brand niche for itself. The event will hopefully further the cause of elaborating a clear, standalone profile at the interface between brands and design, and in so doing will focus on SMEs and design oriented industrial companies.

2018
Change!

The technical, social and economic conditions of society are changing – and brands are changing along with them. Creative design and brand management are essential building blocks of business strategy. Branding and design as instruments of change: that will be the central theme of the tenth annual German Brand and Design Congress – an event that has evolved into a successful brand in and of itself.

Under the umbrella theme of »Change!«, this year’s event will focus on changes in brands and branding against the backdrop of social change.

We are looking forward to interesting talks by our speakers of companies such as adidas, Vitra GmbH, Steinway & Sons, comdirect Bank AG, Melitta Group and Neugelb Studios GmbH. The presenters will be announced soon.

Details

Date
15 November 2018
08:30 a.m. - 5:00 p.m.

Venue
Porsche Museum
Porscheplatz 1
70435 Stuttgart-Zuffenhausen
How to get to the museum

Fee
Regular EUR 690.00 
Foundation member EUR 590.00

Prices plus 19 % VAT.

Registration deadline
09 November 2018

 

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2018

2016

2017

2018

Keynote Speaker

Raphael Gielgen Vitra GmbH
Raphael Gielgen Vitra GmbH
Head of Research & Trend Scout
»THE ART OF CONSTANTLY REINVENTING ONE’S FUTURE« || Were we to liken the economic environment of the industrial age to a game of Ludo, then what lies ahead is more akin to the modern Xbox or PS4 type of gaming. From this perspective, the discrepancies become obvious and they demonstrate that our daily lives will be heavily influenced by a new reality. Scrutinising the new roles that the individual, the company and the customer take on, it becomes quite clear that today’s tools, methods and ideas might become obsolete in the blink of an eye. Companies and organisations must be ready to step up to that challenge. Most importantly, all market players should focus their attention on an image of the future which is very much like a panorama: this panoramic view describes and outlines the trends and the resulting cultural shifts brought on by a new reality. It offers the players orientation, it enables them to think ahead and thus to shape and reinvent the world of tomorrow. In his exposition, Raphael Gielgen talks about the experiences and discoveries he has made during his countless travels. He presents examples and artefacts that depict a new world in clear and vivid terms. His stories represent a valuable impetus, but they also provide guidance and motivation. And above all, they are stories that the audience can always identify with. Vita

Raphael Gielgen has centred his professional career on improving people's »places« of work. His work is fuelled by inquisitive forays into architecture, technology and societal transformation in the context of the work environment — always in conjunction with the question of how the globalised work environment is changing and the influence this can have on future business models. Key technologies and new working arrangements and organisational models are his main focus. His broad range of activities regularly takes him on »learning journeys« around the world. On the lookout for the »source code« of tomorrow’s work environment, he pays visits to universities, business executives, start-ups, architects and the maker-and-hacker community to meet people who are challenging the status quo and driving creative disruption and progress. He documents his discoveries, experiences and insights in a »panorama« which maps out the trends and patterns of an emerging new world. This panorama is a valuable orientation tool for customers, partners and for Vitra.

Website
Jack Hirsch Butter.ai
Jack Hirsch Butter.ai
CEO
Website
Antti Innanen dot.legal
Antti Innanen dot.legal
Co Founder & CEO
Vita

Antti Innanen is the co-founder of Dot. and the Managing Partner of Dottir Attorneys. He is a legal design pioneer and also the co-founder of Legal Design Summit, the biggest legal design event in the world. He is a frequently requested presenter at various legal design seminars such as Legal Geek, Legal Hackers and JDHorizons. Innanen also advises clients on questions related to intellectual property and brands, as well as on complex data protection and cyber security related matters.

 

 

Website
Meera Klemola dot. legal
Meera Klemola dot. legal
Co Founder & Lead Legal Designer
Vita

Meera Klemola works at the intersection of law and design. She is the Lead Legal Designer at Dottir Attorneys and Co-founder of leading legal design agency Dot. As a legal designer, she helps her clients use legal design to modernize legal thinking and develop human-centric and innovative legal solutions. Clients include multinational brands, institutes and law firms. Klemola is also a frequently requested speaker at global conferences including Legal Geek, Legal Hackers and JDHorizons. Prior to Dot. she worked as a commercial lawyer for a top-tier international law firm in Sydney, Australia. She has qualifications in Global Innovation by Design, Law and Commerce.

Website
Jeff Zwerner One Medical
Jeff Zwerner One Medical
Head of Design
‘Silicon Valley:
Disruption through Design’ || How could a small region such as the bay area develop into a place of innovation and design like no other? Jeff Zwerner, head of design at One Medical, knows the scene inside and out and provides a telling glimpse into Valley trends currently under way in healthcare. Vita

Jeff Zwerner, a California-based designer with strong ties to the German design scene, was a founding member of the San Francisco MetaDesign office, which opened in 1991. He would later go on to serve as Apple’s art director before opening and running an office for the Hamburg-based studio Factor Design in San Francisco in 1996. Apple remained an important client of his - companies such Coca-Cola, Google, Nike and Steelcase would soon come on board as well. Following the sale of Factor San Francisco to Palm Inc., Zwerner occupied leading roles at Palm and, later, Evernote. Today, he is head of design at One Medical, a healthcare platform with over 1,200 employees and the goal of optimizing the user experience of doctor visits. 

Website

Speakers

Mark Busche Smake GmbH
Mark Busche Smake GmbH
CEO
Website
Olaf Stein || Dr. Axel Scheufelen Factor & Metapaper
Olaf Stein || Dr. Axel Scheufelen Factor & Metapaper
Partner Branding at Factor and Co-Founder of Metapaper || CEO and Co-Founder of Metapaper
Milena Glimbovski Original Unverpackt GmbH
Milena Glimbovski Original Unverpackt GmbH
CEO
Website
Uwe Greunke Sennheiser electronic GmbH & Co. KG
Uwe Greunke Sennheiser electronic GmbH & Co. KG
Director Global/Brand Marketing
Website
Holger Grünwald Neugelb Studios GmbH
Holger Grünwald Neugelb Studios GmbH
Managing Director || CEO
»Digitalisation brings a shift in focus’« || Joint presentation with Christian Wendrock-Prechtl || As we enter the era of the Internet of Things, an era in which the boundaries between products, brands and digital technology are becoming increasingly blurred, now is the time to ask ourselves: what defines a brand? Where does it start, and where does it end? How far does a brand and its corporate design need to go, what impact does digitalisation have on a brand? And, besides a new look, is this influence creating a whole paradigm shift in the products and services landscape? In the context of our digital age, is it not fair to say that User Experience, User Journey and User-Centred Design have become guiding principles in the design process? And as a result, we are seeing a change of roles between a brand’s identity and the creative forces that shape it. No longer does a brand create itself – instead, it is created by its customers. Corporate design in the traditional sense is in decline – instead, it is becoming a reflection of other, more open design aspects. This is precisely the approach that comdirect and commerzbank have taken. The brand’s image is directly influenced and shaped by the customers themselves. The customer becomes the creator, the designer becomes the customer’s assistant. The result: a brand image which is determined, altered and transformed by the customer. Vita

Following his degree in communication design at the SfG Ravensburg, Holger Grünwald worked for such agencies as Tribe in Paris and Scholz & Volkmer in Wiesbaden. There he specialised early on in the development of digital products and platforms.

At the age of 26 he founded the Taobot agency — later Kørnvaald — in Frankfurt am Main, and was in charge of projects for customers like Mercedes Benz, O2, GfK, Leica, Franke, Smart, Deutsche Bank, Postbank and, most recently, Commerzbank. His work revolved around the creation and implementation of digital ecosystems, brand strategy and management, as well as the development of services and products for multinational corporations.

In May 2016 Holger Grünwald became managing director of Neugelb Studios GmbH, a subsidiary of the Commerzbank in Berlin. In addition to developing the location, he also advises the corporation about customer-centred service strategies and develops digital products for the banking experience of the future.

Website
Jonathan Herrle Loewe Technologies GmbH
Jonathan Herrle Loewe Technologies GmbH
Chief Experience Officer and Member of the Executive Board
»Hightech with Passion« ||
Website
Mark Hüsges Loewe Technologies GmbH
Mark Hüsges Loewe Technologies GmbH
Managing Partner
Website
Thorsten Kadel dan pearlman Group
Thorsten Kadel dan pearlman Group
Senior Strategic Director
»From carmaker to digital service provider« || Joint presentation with Matthias Schröer || The world of the automobile industry has changed more in the past 10 years than in the century before that. Today, Mercedes Benz is in the process of the biggest transformation in the history of the automobile: from an automobile manufacturer to a networked mobility provider. How do you prepare the employees for this transformation? Together with the dan pearlman group, Mercedes-Benz has been successfully implementing an internal branding programme to provide the employees with the required knowledge and equip them for the future. With the new Mercedes-Benz Brand Space, the future is now becoming tangible and the increasing significance of the brand as orientation and model in a globalised world clearly perceptible. The immense meaning that emotional experiences have in a digitalised world is experienced by visitors to the Brand Space as a holistic experience via the combination and composition of sound, fragrance, material surfaces and visual and interactive elements. But first and foremost, the idea is to provide the right answers to people's important questions, to anticipate their needs and desires and to focus on these. Vita

Thorsten Kadel, born in 1974, is a Senior Strategic Director and a Member of the executive board of the Berlin-based creative agency dan pearlman with around 100 international and interdisciplinary employees, which was founded in 1999. After graduating from Communication in Social and Economical Contexts in Berlin and Sydney, he started working at dan pearlman 15 years ago. Being an expert for brand strategy, brand communication and internal branding, Thorsten Kadel helps brands to achieve long-lasting success. His strategic expertise is reflected in groundbreaking concepts for clients such as Lufthansa, Mercedes-Benz, BMW, Mini and Daimler. His work has been awarded with several awards e.g. the German Design Award, the iF Award, the Adam / Eva Award or the ReBrand 100 Award.

Website
Jordan Katzarov Henkel Beauty Care R&D
Jordan Katzarov Henkel Beauty Care R&D
Internet of Things & Digital Transformation
Vita

Jordan Katzarov’s career began when he enrolled in Cisco Networking Academy at age of 11 and received the award for best student of EMEA at age of 13. He was the youngest certified Cisco networking expert and started his career at age of 16 in one of the biggest telecommunication providers. He held several CTO/CDO positions in his career path and was involved deeply in the startup scene as startup founder and employee in several 300+ million startups. Some of his work includes projects with Google, Amazon and Facebook. Katzarov holds degree in Global Management and Leadership from Ritsumeikan Asia Pacific University (Japan), Harvard Business School »Finance« and received multiple awards as the »Deloitte’s Award for Most Innovative Project« and »Manager of the Year«. His recent project in Henkel was awarded with 2 CES innovation awards and 7 other awards.

Dr. Andreas Kaufmann Leica Camera AG
Dr. Andreas Kaufmann Leica Camera AG
Chairman of the supervisory board
Website
Dr. Elias Knubben Festo AG & Co. KG
Dr. Elias Knubben Festo AG & Co. KG
Head of Corporate Bionic Projects
Website
René Korte Melitta Group Management GmbH & Co. KG
René Korte Melitta Group Management GmbH & Co. KG
Director of Corporate Innovation Management
»Spirit of discovery – Embracing change« || Change is something we have to deal with every day – and often in a negative sense. We’re constantly hearing about digitalisation and globalisation, about blockchain and various platforms, and how all of these things are putting pressure on our businesses. How can we future-proof ourselves? What is real, and what is just hype? Wouldn’t it be more prudent to wait and see, before setting off in a new direction? No, it would not – not from our point of view. However rapid or overwhelming it might seem, change has always been with us. And the key challenge is the same as it always has been: whether as a brand, a product or a company, our aim is to remain relevant to as many people as possible. And to do this, the most important qualities we need to have are curiosity and openness. We should be curious about other people – whether customers, experts, or our own employees. We should be open towards networking and collaboration. We should be curious about trends and new technologies, however distant they may currently seem from our own market. Curiosity means being willing to discover and create new things. We need to be open to different perspectives, and embrace the risk that new concepts don’t always work out. Our Innovation Department has been leading the way with this attitude for two and a half years now – serving as a beacon both within our own organisation, and to the world outside through our projects. Our most important insight: change can be fun! Vita

After obtaining his business degree, René Korte held various positions at Nestlé in the areas of controlling and strategic business development. From 2004 onwards he worked for a variety of divisions and projects of the Melitta Group, with a permanent focus on strategy, analysis and business development. Since 2016 he has been leading and developing the Group’s overall innovation management, while also heading the new innovation hub 10X Innovation GmbH in Berlin since the end of 2017.

Website
Vincent Marcel Lecrosnier adidas group
Vincent Marcel Lecrosnier adidas group
Design Director Color Materials & Trend
In these turbulent times, the new generations say that they can´t support brands that don´t stand for anything; no matter who we are, we almost all care about environment, health, identity, emotions. These concerns are basically human and real, and it is exactly what brands have to care more about: being more human and real in order to keep the connection with the people. But what does it mean at a time when the design industry is about to fully embrace the digitalization through 3D printing, the automatization of the production and the support of AI. Data, tech innovation are important, but they are not everything. How can we bring more »human skills« to our design process in order to offer new product experiences? Let’s explore together how adidas is preparing the future. Vita

In 2000, after a diploma of textile and fashion design at LISAA (L´Institut Supérieur des Arts Appliqués Paris V), for more than 10 years, Vincent Lecrosnier works for the French trend agency Promostyl as artistic director of the sport and street department. He works on specific contracts with international fashion, sport and design brands, and the creation of seasonal trend books. In 2012, he becomes consultant for various clients of the sport industry and takes over the Sport design forecast of the »on line« Trend Agency Stylesight before its fusion with WGSN. In 2014, Lecrosnier moves to Germany and joins the Creative Direction of adidas as design director for colors, materials and trends. Since 2018, he focuses on seasonal trends and narrative for the Creative Direction of adidas performance.

Website
Uwe Melichar FACTOR
Uwe Melichar FACTOR
Partner Packaging
»Connected Healthcare. Changes and innovation in a traditional business« || Joint presentation in English with Lucia Prada || »Going for zero« is OMRONs new claim stating that the company and their products do not allow any kind of compromise in healthcare. With innovative new products and the constant development and optimization of processes and devices the world market leader in blood pressure monitors OMRON sets itself ambitious targets. Lucia Prada, Marketing Director at Omron Healthcare Europe, and Uwe Melichar, partner at FACTOR, OMRONs lead agency in packaging will give insights about changes in retail, trends in ‚non food packaging‘, latest healthcare innovations and will present their cooperation in design. Connected devices are making peoples life easier but all these features and benefits need to be communicated. Communication, apps, websites and (smart) packaging are tied together to become one big ecosystem. Vita

Uwe Melichar, born in 1968, is a partner for packaging at the international brand agency FACTOR. Among other things, he has implemented packaging projects for adidas, Assa Abloy, Bosch, C&A, Gardena, Omron and Phonak. In May 2018 he became the president of the European Brand & Packaging Design Association (epda). His packaging projects, presentations and jury activities take him regularly to numerous European countries as well as to Asia and America. 

Website
Nicole Mies Lufthansa Group
Nicole Mies Lufthansa Group
Senior Director Brand & Marketing Communication Strategy
Driven by the digital transformation, people's requirements, needs and expectations have changed enormously, particularly in recent years. Our strong brand was always an asset in this regard. Today more than ever before, a brand needs clear positioning that provides orientation and differentiates it from competitors. Thus, we redefined the premium positioning of Lufthansa and on this new basis we developed a plan to make this tangible along the entire travel chain. We translated our approach into a brand purpose and a new design. Vita

Nicole Mies is Senior Director Brand & Marketing Communication Strategy for the Lufthansa Group in Frankfurt. In this capacity, she is in charge of the Lufthansa and Lufthansa Group brands. She is also responsible for developing and leading the corporate brand architecture. This includes the airline brand portfolio management as well as the centralised management of the brand and design strategy for Lufthansa, Austrian Airlines and Swiss - affiliated airlines of the Lufthansa Group. She is also in charge of Lufthansa’s strategic brand partnerships and joint-venture marketing.

During her long-standing career at Lufthansa, Mies has worked in the marketing departments of a number of different corporate divisions both in Germany and abroad. Between 2008 and 2013, she was Head of Marketing and Customer Loyalty in Singapore, where she helped position the Lufthansa brand in the APAC region. In 2014, she took over Lufthansa’s global brand management. In her current capacity, she is also in charge of the Lufthansa brand and design relaunch.

Website
Nils Holger Moormann Nils Holger Moormann GmbH
Nils Holger Moormann Nils Holger Moormann GmbH
Managing Director
‘Unorthodox, Uncomplicated, Unmistakable — One of Germany’s Smallest Furniture Manufacturer’s with the Highest Level of Brand Awareness’ || Establishing cult brands at the local level with a few simple rules — Nils Holger Moormann, the self-taught owner and proprietor of Nils Holger Moormann GmbH, shares the secrets behind the sustained success of his furniture collection. Local roots and production, a reduced design idiom, and innovation in the details. These are the principles behind Moormann’s rock solid branding. And what is his position on digitalisation? Or brand relevance? Vita

He is an autodidact, a career changer and a free spirit. Nils Holger Moormann designs, delivers, manufactures and markets furniture under the eponymous brand name. The winner of the 2015 Personality Award of the German Design Council likes to take it easy between conventions and settle down with his furniture, all of which is a bit like him - aesthetic, intelligent, practical and with a tiny, almost unnoticeable twinkle in the eye. Since 1982 he has preferred to cooperate with unknown designers in the development of furniture with a reduced design idiom and precise detailed solutions - and in doing so he has uncovered and fostered no end of talent. The thread running through his entire company philosophy is one of simplicity, intelligence and innovation. From the company's headquarters in Aschau am Chiemsee via the puristic FNP design classic and on to the unusual Gästehaus berge - ideas are never allowed to gather dust.

Website
Matthias Oetting WILO SE
Matthias Oetting WILO SE
Group Director Brand Management & Marketing Communication | Group Marketing
‘How Brands and Digitalisation Interact’ || Since the invention of the Internet, the discourse surrounding communications has become increasingly dominated by digitalisation, Industry 4.0 and artificial intelligence. These developments bring nearly unlimited possibilities with them. And along with the surge of new channels, they give rise to a series of fundamental questions: Does increased networking in everyday life change how we perceive things? If so, to what extent must brands adapt to these changes? Based on the idea that analogue and digital are simply two sides of the same reality, this presentation discusses the interplay of brand technology and technologisation in the rejuvenation of a traditional brand with the dream of becoming the digital pioneer of its industry. Vita

Matthias Oetting is responsible for brand management and marketing communications at WILO SE, a leading producer of pump systems for heating, air conditioning and refrigeration technology, as well as for water supply systems. Before joining the Dortmund-based group, Oetting was employed for many years as a brand manager at an international healthcare group. In addition to his studies at the University of Münster, he learned his craft working as a journalist as well as working in traditional and digital communications for agencies based in Münster and Düsseldorf, most recently as senior consultant for marketing and public relations. 

Website
Emanuel Pallua foodora GmbH
Emanuel Pallua foodora GmbH
Founder/CEO
Website
Christine Pasterk Preventis GmbH
Christine Pasterk Preventis GmbH
Training, Strategic Planning, Marketing
‘Preventis: Simplifying Healthcare Digitally’ || The medium-sized healthcare enterprise Preventis is revolutionising medical diagnostics for patients, doctors and health-conscious people alike. Today, a smartphone is all it takes to determine the status of one’s health. Christine Pasterk and Christian Prill show how. Vita

At Preventis GmbH, Christine Pasterk is responsible for aiding the company’s race towards new frontiers in the world of diagnostic testing: digital rapid tests. The revolutionary technology would enable standard laboratory testing parameters to be measured using an app — by doctor or patient. Pasterk’s core areas are marketing and business development. Her diverse career history, ranging from a second-chance degree in biology to pharma marketing, technology transfer and nutrition consulting, has more than prepared her for the multitude of challenges in her position.

Website
Lucia Prada OMRON Healthcare Europe
Lucia Prada OMRON Healthcare Europe
Marketing Director EMEA
»Connected Healthcare. Changes and innovation in a traditional business« || Joint presentation in English with Uwe Melichar|| »Going for zero« is OMRONs new claim stating that the company and their products do not allow any kind of compromise in healthcare. With innovative new products and the constant development and optimization of processes and devices the world market leader in blood pressure monitors OMRON sets itself ambitious targets. Lucia Prada, Marketing Director at Omron Healthcare Europe, and Uwe Melichar, partner at FACTOR, OMRONs lead agency in packaging will give insights about changes in retail, trends in ‚non food packaging‘, latest healthcare innovations and will present their cooperation in design. Connected devices are making peoples life easier but all these features and benefits need to be communicated. Communication, apps, websites and (smart) packaging are tied together to become one big ecosystem. Vita

Lucia Prada is a passionate marketing professional with track record of developing successful marketing strategies and delivering strong consumer-centric innovative products, brands and commercial innovations from concept definition to in-market success across a range of products and geographies. She holds a Master’s degree in chemical engineering and worked after her studies for 8 years at Procter & Gamble. 2015 she went to the Netherlands to OMRON Healthcare Europe, where she is Marketing Director EMEA since 2018.

Website
Christian Prill FACTOR
Christian Prill FACTOR
Partner Brand Strategy
‘Preventis: Simplifying Healthcare Digitally’ || The medium-sized healthcare enterprise Preventis is revolutionising medical diagnostics for patients, doctors and health-conscious people alike. Today, a smartphone is all it takes to determine the status of one’s health. Christine Pasterk and Christian Prill show how. Vita

Christian Prill is a brand strategy partner at FACTOR. His main interests include the development and structuring of brands in the digital era. Prill also serves as director of the Deutsche Design Club in Hamburg.

Website
Romy Reincke Volkswagen AG
Romy Reincke Volkswagen AG
Mobility Concepts / Marketing Strategy
»Perspectives: Being a Designer in the Digital Transformation« || For automotive manufacturers, the entire production and value-creation chain is on the cusp of digitalization. But the transformation is about much more than just the manufacture of vehicles — driving itself is due for a change. In discussion with Mike Richter, Peter Wouda takes a look at digital transformation at Volkswagen from a variety of perspectives. The two report on the everyday work of digital pioneers, describe their views on the Volkswagen brand, and discuss the role of design in the »largest restructuring programme in the company’s history«.
Website
Dr Florian Resatsch Viessmann Digital GmbH
Dr Florian Resatsch Viessmann Digital GmbH
COO
‘Viessmann Reloaded: Digital Brand Transformation’ || Renowned tech brand Viessmann in the age of digitalisation. Dr. Florian Resatsch and Moritz Rose share the tradition-steeped company’s comprehensive approach to digital transformation, beginning with a new vision for the company, the construction of a design lab in Berlin, and much more. Vita

Dr. Florian Resatsch is head of marketing and corporate communications at the Viessmann Group. He previously served as managing director of Ströer Digital Media GmbH — the Ströer Group’s digital arm. He was also a founding member of the mobile advertising network Radcarpet, which was acquired by Ströer Media AG in May 2013, in addition to founding a series of other companies and having a stake in various start-ups. Resatsch studied business administration at the University of Augsburg. He received his PhD in computer science from the Technical University of Munich.

Website
Prof. Mike Richter iconmobile GmbH
Prof. Mike Richter iconmobile GmbH
Co-founder
‘Perspectives: Being a Designer in the Digital Transformation’ || For automotive manufacturers, the entire production and value-creation chain is on the cusp of digitalization. But the transformation is about much more than just the manufacture of vehicles — driving itself is due for a change. In discussion with Mike Richter, Peter Wouda takes a look at digital transformation at Volkswagen from a variety of perspectives. The two report on the everyday work of digital pioneers, describe their views on the Volkswagen brand, and discuss the role of design in the ‘largest restructuring programme in the company’s history’. Vita

Designer, entrepreneur and investor Prof. Mike Richter is one of the founders of the global product innovation and design company iconmobile group. Richter teaches business design and innovation planning at the Darmstadt University of Applied Sciences, a position he has held since 2001. His courses deal with how business models are transformed by technology and how disruptive ideas can be developed in a structured manner. Richter himself has attended universities in Germany, the UK and Denmark. Following his design degree at the University of Design Schwaebisch Gmuend, Richter received his Master’s in strategic design planning from IIT in Chicago.

Website
Moritz Rose Viessmann Digital GmbH
Moritz Rose Viessmann Digital GmbH
Head of Design
‘Viessmann Reloaded: Digital Brand Transformation’ || Renowned tech brand Viessmann in the age of digitalisation. Dr. Florian Resatsch and Moritz Rose share the tradition-steeped company’s comprehensive approach to digital transformation, beginning with a new vision for the company, the construction of a design lab in Berlin, and much more. Vita

Moritz Rose is head of design at the Viessmann Group and director of the Viessmann design collective ‘Werkraum’. The Berlin-based team, consisting of representatives from brand, industrial and digital design, provides a full range of brand-related services. Rose previously worked as a product designer at the renowned agency Phoenix Design in Stuttgart. At the same time, he and a business partner founded a company that produces and sells its own furniture designs. He studied industrial design at the Braunschweig University of Art.

Website
Tal Rubenczyk treepodia
Tal Rubenczyk treepodia
CEO
‘Bringing Brands to Life Online — with Video’ || When it comes to start-up hotspot Tel Aviv, e-commerce expert and multiple-time founder Tal Rubenczyk is among the region’s old hands. His current company, Treepodia, specializes in breathing life into brands, making them emotional and personal for consumers online, with custom video content. Vita

The region surrounding Tel Aviv has become one of the world’s hot spots for start-ups. One of the region’s old hands, Tal Rubenczyk, founded the e-commerce search and navigation tech company Celebros in 2000, heading up the start-up’s marketing and sales activities until 2007. In 2007, Rubenczyk put the experienced gained from his Celebros venture toward the founding of a video marketing platform: Treepodia. With a degree in industrial engineering from Ben-Gurion University of the Negev and an MBA from Tel Aviv University, Rubenczyk boasts solid backgrounds in both tech and management.

Website
Christine Ruth Hamburger Sparkasse AG
Christine Ruth Hamburger Sparkasse AG
Diplom-Kauffrau/Project lead executive board
‘En Route to Truly Personal Multichannel Banking’
 || As a member of the staff of the Hamburger Sparkasse’s Executive Board, Christine Ruth is responsible for the bank’s project work, its corporate evolution and the development of its strategy. Ruth, a banker and economist, tells how the bank is developing the hyperlocal, networked, autonomous and customized branches of tomorrow. Vita

Her thought processes are directed towards moving the banking model of the savings banks, a model which is traditionally rooted in the bank's local region, into the future. As a member of the staff of the bank's Executive Board, Christine Ruth is responsible for the project work of the Hamburger Sparkasse, its corporate evolution and the development of its strategy. Born in Hamburg in 1963, she studied business management at Hamburg University after previous training in banking. Her career at the Hamburger Sparkasse began in HR but she later moved to be a lecturer at the Bank Academy and later to be project manager responsible for the development of a new sales and marketing strategy. Her present responsibilities for the bank include the development of innovative branch concepts intended to assist the networking of the population in their localities.

Website
Matthias Schröer DAIMLER AG
Matthias Schröer DAIMLER AG
Manager Mercedes-Benz Internal Branding and Mercedes-Maybach Brand Strategy
»From carmaker to digital service provider« || Joint presentation with Thorsten Kadel || The world of the automobile industry has changed more in the past 10 years than in the century before that. Today, Mercedes Benz is in the process of the biggest transformation in the history of the automobile: from an automobile manufacturer to a networked mobility provider. How do you prepare the employees for this transformation? Together with the dan pearlman group, Mercedes-Benz has been successfully implementing an internal branding programme to provide the employees with the required knowledge and equip them for the future. With the new Mercedes-Benz Brand Space, the future is now becoming tangible and the increasing significance of the brand as orientation and model in a globalised world clearly perceptible. The immense meaning that emotional experiences have in a digitalised world is experienced by visitors to the Brand Space as a holistic experience via the combination and composition of sound, fragrance, material surfaces and visual and interactive elements. But first and foremost, the idea is to provide the right answers to people's important questions, to anticipate their needs and desires and to focus on these. Vita

Matthias Schröer, born in 1964, studied business economics in Göttingen and Lüneburg. In 1998 he began his career with DAIMLER AG at the Berlin office as part of the marketing management team for Germany. In 2000 he was appointed as a marketing manager for Mercedes-Benz. From 2005 to 2016 he held various management roles in the international sales department of Daimler AG, including Product Management S-Class, Special Protection Mercedes-Benz PC, and Mercedes-Maybach Pullman. In his current management role he is responsible for internal branding, and for the Mercedes-Maybach brand strategy.

Website
Mimi Sewalski Avocado Store GmbH
Mimi Sewalski Avocado Store GmbH
CEO
Website
Sebastian Troll RE/MAX Europe
Sebastian Troll RE/MAX Europe
Executive Director Marketing
‘The Brand is ME! RE/MAX: The Real Estate Platform of the Future’ || How a network of more than 20,000 companies is changing the real estate industry in Europe and how user-oriented business fundamentals are redefining the brand.
Website
Cate Trotter Insider Trends
Cate Trotter Insider Trends
Head of Trends
Website
Christian Wendrock-Prechtl comdirect bank AG
Christian Wendrock-Prechtl comdirect bank AG
Division Manager User Interface
»Digitalisation brings a shift in focus’« || Joint presentation with Holger Grünwald || As we enter the era of the Internet of Things, an era in which the boundaries between products, brands and digital technology are becoming increasingly blurred, now is the time to ask ourselves: what defines a brand? Where does it start, and where does it end? How far does a brand and its corporate design need to go, what impact does digitalisation have on a brand? And, besides a new look, is this influence creating a whole paradigm shift in the products and services landscape? In the context of our digital age, is it not fair to say that User Experience, User Journey and User-Centred Design have become guiding principles in the design process? And as a result, we are seeing a change of roles between a brand’s identity and the creative forces that shape it. No longer does a brand create itself – instead, it is created by its customers. Corporate design in the traditional sense is in decline – instead, it is becoming a reflection of other, more open design aspects. This is precisely the approach that comdirect and commerzbank have taken. The brand’s image is directly influenced and shaped by the customers themselves. The customer becomes the creator, the designer becomes the customer’s assistant. The result: a brand image which is determined, altered and transformed by the customer. Vita

Christian Wendrock-Prechtl has been Division Manager of the User Interface department for comdirect bank AG since June 2015. In addition to that, he has been serving on the supervisory board of onvista media GmbH since March 2018. His work experience as a qualified designer has been characterised by the strategic, content-related and technical advancement of his areas of responsibility. At comdirect he is in charge of the user experience, the user interface design and the corporate design, and deals intensively with benchmark design and innovation design as well.

 

 

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Peter Wouda Volkswagen Group Future Center Europe
Peter Wouda Volkswagen Group Future Center Europe
Design Director - Vehicle
‘Perspectives: Being a Designer in the Digital Transformation’ || For automotive manufacturers, the entire production and value-creation chain is on the cusp of digitalization. But the transformation is about much more than just the manufacture of vehicles — driving itself is due for a change. In discussion with Mike Richter, Peter Wouda takes a look at digital transformation at Volkswagen from a variety of perspectives. The two report on the everyday work of digital pioneers, describe their views on the Volkswagen brand, and discuss the role of design in the ‘largest restructuring programme in the company’s history’. Vita

A shining career with the Volkswagen Group: Peter Wouda, the current design director of the Volkswagen Group’s Future Center Europe in Potsdam, began his career with Volkswagen Design in Wolfsburg before taking a position with ŠKODA. From 2000 to 2006, Wouda was responsible for exterior design at the czech automotive manufacturer. His work gave rise to the bodies of the second generation ŠKODA Octavia and ŠKODA Fabia, as well as those of the ŠKODA Roomster and the Roomster and Yeti concepts. In 2006, Wouda took over as head of exterior design at the Volkswagen Design Center Potsdam near Berlin. There, he and his team designed 12 show cars, as well as a wide range of series vehicles for Volkswagen and other brands of the group, including Audi, ŠKODA, Porsche, Bugatti and Bentley. Those vehicles revealed to the public include, among others, the Volkswagen XL1. Since 2015, Wouda has served as design director, overseeing all vehicle concepts developed at the Future Center Europe. He and his team develop leading-edge vehicle and mobility solutions and designs for the Volkswagen Group, including SEDRIC, the Group’s first self-driving vehicle. Wouda studied transportation design in Pforzheim, Germany and received a Master of Arts in vehicle design from the Royal College of Arts in London in 1996.

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Guido Zimmermann Steinway & Sons
Guido Zimmermann Steinway & Sons
President
Henry E. Steinway wanted change. He wanted to build the world’s best pianos and grand pianos. He succeeded. A revolutionary musical instrument was created, along with a global brand. Today, digital transformation is the change shaping one of the most analogue companies ever. An iPad is replacing the pianist. The market response is overwhelming. Quo vadis? Vita

After growing up next to his parents’ cabinet-making business, Guido Zimmermann completed his training as an electronics technician, then studied industrial engineering in Hamburg and subsequently obtained his MBA in London. After three years as a manager and later department head of Business Development in a start-up of the Otto Group, he moved to the luxury brand Montblanc, where he was initially responsible for Special Projects, then became head of Strategic Purchasing and director of various sales divisions, and most recently was the head of operations for all products and sales channels in Europe. Since March 2017 he has been the Vice President and Managing Director for Europe at Steinway & Sons. The mission: To take the time-honoured brand into the future and generate growth. An exciting challenge.

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Host

Florian Ambrosius Host
Florian Ambrosius Host
Super RTL, Sat.1, RTL2 Vita

Florain Ambrosius will host the ‘German Brand and Design Congress’ for the third time.
The television and event host has worked on a variety of shows on German television stations such as Super RTL, Sat. 1 and RTL2. Today, he serves as creative director of _wige Editorial. In recent years, Ambrosius has hosted a series of events, including the RE/MAX European Convention.
Other events include the Danone Nations Cup, the Deutsche Vorlesepreis, and the Kinderwelten Symposium and Talent Meets Bertelsmann. He currently hosts the show ‘Guten Morgen Deutschland’ on RTL.

Partners 2018

2017
Shortcuts for the digital age

The digital transformation separates the wheat from the chaff. Which companies are at its forefront, where has the topic got lost in the details of day-to-day business? The German Brand and Design Congress in Berlin on 10 November 2017 focuses on the opportunities and challenges presented by this transformation, particularly for small and medium-sized enterprises.

It also reveals ways to make change processes faster, more creative and thus also more likely to succeed – with design and brand management. The speakers are international business insiders keen to share their approaches and experience with the congress participants.

 

 

Impressions of the German Brand and Design Congress 2017

Deutscher Marken- und Designkongress 2017 (DMDK) in Berlin
Deutscher Marken- und Designkongress 2017 (DMDK) in Berlin
Deutscher Marken- und Designkongress 2017 (DMDK) in Berlin
Deutscher Marken- und Designkongress 2017 (DMDK) in Berlin
Deutscher Marken- und Designkongress 2017 (DMDK) in Berlin
Deutscher Marken- und Designkongress 2017 (DMDK) in Berlin
Deutscher Marken- und Designkongress 2017 (DMDK) in Berlin

Partners 2017

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