German Brand and Design Congress 2019

14.11.2019 Stuttgart


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November 14, 2019
Duration: 1 Day
Stuttgart, Germany
Mercedes Benz Museum

Masterclass Stage Moderator

Lutz Dietzold
Managing Director @ Rat für Formgebung - German Design Council

Lutz Dietzold (*1966) has been Managing Director of the German Design Council since 2002. He studied art history, classical archaeology and German language and literature in Frankfurt. After working independently in the field of design communication for national and international clients, he was appointed Managing Director of the Deutscher Werkbund Hessen and Managing Director of the Hessian Design Centre, where he was responsible for the strategic realignment of design promotion. Since 2011 he has been Deputy Chairman of the Stiftung Deutsches Design Museum and a member of the Advisory Board of the Mia Seeger Foundation. Lutz Dietzold regularly publishes articles and gives national and international lectures on a variety of design topics. In addition, he is a member of numerous juries and the project advisory board of the Federal Ecodesign Award of the Federal Ministry for the Environment.

Alexandra Sender
Editor Communication and Marketing @ Rat für Formgebung

Alexandra Sender has been creating communication and marketing for the German Design Council since 2016. Prior to that, she worked for several years as head of education and design mediation at the Museum Angewandte Kunst in Frankfurt. She gained experience in the communication of outstanding design as managing director of the Stiftung Buchkunst, where she was responsible for the relaunch of the book design competition "Die schönsten deutschen Bücher" as well as two years of the internationally renowned competition "Best Book Design from All Over The World". She studied Romance Languages, Latin American Studies and Ethnology in Frankfurt, Marburg and Bordeaux.

Masterclass Stage

Markus Berg

Markus Berg is a style expert as well as an ambassador of respectful behaviour and good tone. As a long-standing sales expert, he is convinced that there is no second chance for a first impression.


Statement zum Thema Change Reloaded:
In the age of Change Reloaded, uncertainty is the only certainty. With all changing communication channels one should remain constant: The appreciative, interpersonal communication under the consideration of different cultures, which we want to take into account in the context of internationalization.

Ulrike Brandi
CEO @ ULRIKE BRANDI LICHT Lichtplanung und Leuchtenentwicklung GmbH

Ulrike Brandi is Managing Director of Ulrike Brandi Licht GmbH and the Brandi Institute for Light and Design. Her office planned about 1000 projects, among others the Elbphilharmonie Hamburg, Day Light Night - Exhibition in the Istanbul Modern Museum, Munich Airport, International Airport Pudong in Shanghai, Amsterdam Centraal Station, Rotterdam Centraal Station, the Masterplan Rotterdam and the Royal Academy of Music in London. She was guest lecturer at the Hochschule f. Bildende Künste Braunschweig and taught at the Academy of Fine Arts, Copenhagen, IED Madrid, Tsinghua University Beijing, UNAM Universidad Nacional in México, and the Architectural Association London. She has published several books and curated exhibitions. Current projects Ulrike Brandi Licht: https://www.ulrike-brandi.de/referenzen/


Statement zum Thema Change Reloaded:
Don't change your lightbulb

René Esteban
Founder & CEO @ FocusFirst GmbH

René Esteban was Head of E-Commerce at DAX30 Group Merck with a sales responsibility of 350 Mio€ in 45 countries before the foundation of his company. In addition to FocusFirst, he is an author and speaker on the topics of goal achievement in corporates and success psychology.


Statement zum Thema Change Reloaded:
If we look at how digital change projects are pushed through in large companies, it can get dizzy. Of course, it will be faster - but also sustainable? What if employees were really involved in an international project to set up a digital brand portal? Receive the responsibility? You become part of a big movement. And what would happen if this were to happen even in times of severe budget cuts and the employees are still highly motivated to work together and take digital brand management to the next level? Can't you? Then watch out.

Karel J. Golta
CEO @ Indeed Innovation GmbH

As a speaker at international events, as a co-initiator of successful conference formats, as a board member of the Life Science North, as a lecturer at the Steinbeis University in Berlin and as a columnist and author, but above all in his attitude as an entrepreneur, Karel J. Golta provokes and inspires managers as well as students to new thinking. He is interested in the fact that design is seen as the creation of values and not as the creation of objects. And about making his readers and listeners understand that design plays a role wherever you want to change something.


Statement zum Thema Change Reloaded:
For the last 100 years we have been under the spell of innovation. And today we are aware that the problems cannot be solved with the same processes that created them

Dr. Frank Heinlein
Head of Corporate Communication @ Werner Sobek Group GmbH

Dr. Frank Heinlein (* 1969) studied in Berlin, Edinburgh, Strasbourg and Freiburg before earning his doctorate at the European University Institute in Florence. Frank Heinlein has been Head of Corporate Communications at the Werner Sobek Group since 2000. Since 2013 he has also been Managing Director of the non-profit E-Lab Projekt GmbH, which has set up a pioneering research project in the Weißenhofsiedlung in Stuttgart: the Aktivhaus B10. As an honorary board member of aed e.V., Frank Heinlein has also designed, organised and moderated numerous lecture events, excursions and competitions for young people since 2004.


Statement zum Thema Change Reloaded:
Constant change - the basic theme of architects and engineers. The challenge? Planning for today and at the same time thinking about tomorrow and beyond. The goal? Sustainable architecture that still serves its users optimally in 50 or 100 years.

Katrin Menne
Head of Branding Group Communications @ Merck KGaA

Katrin Menne studied graphic design and design theory and management at the Academy of Fine Arts (Hochschule für Grafik und Buchkunst) Leipzig, the Rietveld Academy Amsterdam and the Hochschule Pforzheim. She worked as a consultant for agencies and consultancies and looked after various clients ranging from medium-sized companies to blue chip companies. As Head of Branding, she is now responsible for brand strategy, brand management and brand and innovation communication at the science and technology company Merck.


Statement zum Thema Change Reloaded:
If we look at how digital change projects are pushed through in large companies, it can get dizzy. Of course, it will be faster - but also sustainable? What if employees were really involved in an international project to set up a digital brand portal? Receive the responsibility? You become part of a big movement. And what would happen if this were to happen even in times of severe budget cuts and the employees are still highly motivated to work together and take digital brand management to the next level? Can't you? Then watch out.

Moritz Rose
Head of Design @ Viessmann Group

Moritz Rose is Head of design at the Viessmann Group and of the Viessmann design department. Based in Berlin, he and representatives of Brand, Industrial and UI/UX Design are responsible for the design of the brand's entire range of services. Moritz Rose previously worked as a product designer for the renowned Stuttgart agency Phoenix Design. At the same time, together with a business partner, he founded a company that produces and distributes its own furniture designs. He studied Industrial Design at the Hochschule für Bildende Künste Braunschweig.


Statement zum Thema Change Reloaded:
"Design" is too often reduced to a visual appearance that has already been replaced by AI in many places. Today, "design" means functional concepts that position customer value as the strategic secret weapon of corporate management.

Dr. - Ing. Katrin Stark
Independent Strategy and Financial Advisory

Dr. Katrin Stark studied Computer Science in Germany and the USA and received her doctorate in Artificial Intelligence. She began her professional career in 1998 at McKinsey & Company with a focus on strategy, innovation, methodology and models and transformation in startups, technology, healthcare and finance. Subsequently, she held various management positions at Commerzbank AG, among others as Divisional Director Corporate Banking and CFO-COO of Eurohypo AG as well as Supervisory Board mandates e.g. at CommerzReal AG, Hanseatic Ship Asset Management GmbH, Chairwoman of the Advisory Boards of the equity funds Pinova Capital (Fund 1) and Afinum Management GmbH (Fund 5). After holding positions as Managing Director in various management functions at Deutsche Bank AG, she moved to Silicon Valley Bank AG to help establish the German branch as Managing Director. Since Feb. 2019, she has worked as a freelance advisor for strategy, digital business models and innovation as well as a financial advisor. She is also a member of the Advisory Board of FinTechs CCEX Cloud Commodities Exchange GmbH and Nufin GmbH.

Prof. Philipp Thesen
Professor of Human-System-Interactions and Founder Prenew

Philipp Thesen is a designer and strategist and is one of the most prominent thought leaders for strategic design and the digital transformation of products, processes and business models. He teaches as professor for human-system interaction at the Darmstadt University of Applied Sciences and heads the Human Factor Lab for the exploration of digital technologies in the context of human needs. Theses advocates the strategic use of design for innovation, entrepreneurial transformation and the humanization of technology. Previously, he was Head of Design at Deutsche Telekom and gained two decades of experience as a Designer and Executive Creative Director. Over the course of his career, he has developed a variety of hardware, software and service innovations that have won more than 200 international design awards. He is the author of "The digital shift" and the founder of Prenew, a strategy consultancy for digital change.


Statement zum Thema Change Reloaded:
In competitive international markets, companies need to be much more systematic in their use of creativity and intellectual capital.