Arne Schmidt,
Corporate Designer, Senior Designer at “Interbrand Germany”, Cologne

Branding identity is one of the most complex and challenging tasks a company can face. A holistic view on the topic is mandatory in order to do it properly and in a sustainable way from both a business and strategic perspective.
A brand’s identity can not simply be planned and implemented. It only comes alive through its stakeholders. It evolves in the hearts of the employees and the customers. Once seeded, branding has the power to change the world. This is why it is crucial to understand a brand’s customers and their demands and desires on the entire customer journey. Because this is where the identity starts to unfold with an experience that matches the customers’ expectations or even better exceeds them.

The talk will be held in English language.