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


08:30 - 09:30Lobby

Registration & Warm Up - Breakfast

Networking breakfast

09:30 - 09:40Mainstage

Opening by Florian Ambrosius, Host

Welcoming and opening of the congress day

09:40 - 09:50Main stage

Welcoming by Andrej Kupetz, CEO @ German Design Council


09:50 - 10:20Main stage

“ Transformation of Luxury ” - Prof. h.c. Dr. Gorden Wagener, Chief Design Officer @ DAIMLER AG

Opening Keynote

Our Vision: “The most loved luxury brand”
- Luxury has always been the essential part of our business.
- Our Design Philosophy Sensual Purity is our Aesthetic Soul
- Topic: Luxury & Love

Panel One – Marke

10:20 - 10:25Master class stage

Welcoming German Design Council

10:20 - 11:00Main stage

" Brand identity through brand language " - Christine Stark, CEO @ ENDMARK GmbH & Svea Barei, Head of Advertising @ Berliner Verkehrsbetriebe - BVG

Brand building has always started with language - from the formulation of positioning to the description of values to the choice of one's own name. Under the slogan "Brand identity through brand language" Svea Barei  and Christine Stark  present the requirements and possibilities of a successful brand language. The campaign #weilwirdichlieben of the BVG is on everyone's lips. The BVG wins the hearts of its customers through communication at eye level with courage and a "Berlin snout" as well as irony and self-criticism. Based on average image values, BVG decided in 2015 to launch a campaign to change its image and to win over a younger audience to public transport with a surprising brand language. The special tonality of new mobility products will also be consistently continued, with success for the BVG brand.

10:25 - 10:55Master class stage

" Design. Innovation. Rebellion. " - Karel J. Golta, CEO @ Indeed Innovation GmbH

The last 200 years have brought us enormous progress and prosperity. But are digitalization and exponential technology growth innovation drivers, or do they only solve problems they have created themselves? How do we as a society and market economy manage to create truly relevant innovations in the digital age? And how does AI help us not only to think the human possible, but also to implement it?

The Masterclass is the introduction to the radical concept of the innovation rebel. The participants themselves will experience and learn to apply the most important rules and tasks of the innovation rebels.

11:00 - 11:30Main stage

" The role of Design in the process of the first privatization of a state bank in Germany. " - Daniel Sorge @ FACTOR & Mirko Wollrab @ HCB AG

Change requires the ability to imagine the future state of an organization. You need a good plan to reshape perceptions and change the inner and outer understanding of an organization. The change of a brand is not only about a new identity and a design style guide. It is about accompanying and inspiring an important search. Design is not only a central part of brand building, in complex change processes design is a pioneer into the future. Mirko Wollrab and Daniel Sorge show how design has influenced the brand building process under complex conditions and contributed to the successful development of a new brand.

11:00 - 11:30Master class stage

" What's the benefit? - Competitive advantage Customer added value " - Moritz Rose, Head of Design @ Viessmann Group

User habits dictate the requirements for sustainably successful products. Analogue (i.e. physical) and digital (i.e. virtual) ergonomics improve products and at first glance inconspicuous details determine the number of users.

For the design of a Viessmann system, this means the objective of saving time for both installers and end users. However, in addition to the pure obligation, the utility value of heat offers a great deal of potential for the atmosphere and Marie.

How do you overcome resistance in processes and in the company in order to bring innovations to market quickly?

11:30 - 11:55Foyer

Brain Snack

Coffee break

11:55 - 12:25Main stage

" Brand management and virtual playing field. How the DFB meets the challenges of digitisation." - Ralf Koch & Holger Merk @ DFB GmbH

Ralf Koch, Senior Brandmanager

Digitalisation presents brands with the challenge of fundamentally revising their entire appearance and their brand defining elements. This also changes the tasks and functions of brand management. Formerly used as CD police and busy referring to CD rules, brand managers today are becoming supporters of brand staging by providing employees with helpful tools. Brand recognition today is no longer achieved through forced uniformity and concentration on their logo, but through lively consistency that supports the respective function, especially in digital applications. Against this background, brands and their appearance must above all be adaptable and flexible today.Holger MerkThe marketing of sports rights by associations and clubs faces similar challenges as many other industries. Against this background, brands and their appearance must be adaptable and flexible.


Holger Merk, Senior Head of Strategic Marketing

The marketing of sports rights by associations and clubs faces similar challenges as many other industries. The changed consumer behaviour of younger target groups as well as the competition for time and attention means a massive change in existing content and formats in order to be able to offer valuable services also in the future. An example of this is the growth and importance of gaming and in particular eSports. In this context, the question is not whether an association or club should deal with the topic, but rather how the debate looks like or how sports/football can be integrated into an existing ecosystem, essentially influenced by the gaming community.

11:55 - 12:25Master class stage

" Building for Future? Design, sustainability and all the rest." - Dr. Frank Heinlein, Head of Corporate Communication @ Werner Sobek Group GmbH

Climate change and population explosion, migrations, scarcity of resources - in view of these multi-layered challenges, designers must show more commitment and assume responsibility than before. The built environment plays a central role here - it represents more than one third of energy consumption and emissions as well as more than half of resource consumption and mass waste. Only if we organise and build our cities radically differently can this task be mastered. So what does the city of tomorrow look like? And what does this actually mean for the brand development and design of the planners who want to design this city?

12:25 - 12:45Masterclass stage

"Trends & Challenges" - Dr. Renée Rahman, Senior Consultant und Teamleiterin @ GMK Markenberatung GmbH & Co. KG

Brands only become a measurable success factor if brand management meets the current challenges. But what does brand management bear against the background of the changes indexed by digitalization? And which trends and challenges are important for brand decision-makers?

Dr. Renée Rahman presents selected results from the German Brand Monitor, Germany's largest decision-maker study on trends and success factors in brand management. The results show which problems German companies are currently facing with regard to their brand management.

Internal brand management is one of the key subjects, because the study indicates that there is great potential for optimization - internal brand management is still not implemented across the board in the majority of companies.

Against this background Dr. Renée Rahman will deepen the topic of internal brand management in her lecture: In addition to the core results from the decision maker study Deutscher Markenmonitor she will present customer examples from her own day-to-day business on the subject of change & internal branding. These are not only inspiring, but show how brands that reposition themselves in times of (digital) change can successfully implement their reorientation internally.

12:30 - 13:00

"Business etiquette" - Markus Berg

In his lecture, Markus Berg will explain that in the age of digitization and change management, other factors, both professional and private, lead to success than a few years ago. These include social competence, empathy, politeness and business etiquette. In the first part of his lecture Markus mountain deals with it, what hides itself behind the terms etiquette, manners and etiquette and how they can be used profitably in the today's time.

In the second part you have the possibility of checking your own knowledge about Business etiquette live and interactively. In addition we would like to ask you to install first the following App on your portable radio equipment: Mentimeter from Mentimeter AB.

12:45 - 13:00Main Stage

Fishbowl Q & A Discussion Panel One - Brand

Moderated discussion with:

Prof. Gordon Wagener

Christine Stark

Svea Barei

Daniel Sorge

Claudius Nowak

Holger Merk

Ralf Koch

Dr. Renée Rahman

13:00 - 14:30Lobby

Lunch & Time Travel by Mercedes Benz

Lunch and 30-minute guided tour of the Mercedes Benz Museum in small group. Limited capacity!

13:50 - 14:20Master class stage

" Together, stronger! " - Katrin Menne, Head of Branding l Group Communications @ Merck & René Esteban, Founder & CEO @ FocusFirst GmbH

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? Are you given 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? Not possible? Then watch out

14:30 - 15:00Main stage

" Think New. Transform Now. " - Christian Wehner, Global Digital Ambassador @ SAP

Keynote speech

14:30 - 15:00Master class stage

" Digital Index. "- Dr.-Ing Katrin Stark

The transformation of the world - digitalization, "subscription"-ization, artificial intelligence - are the dominant themes of our time.
Investments worldwide - in percent of GDP - are immense and technology companies, some of which did not yet exist in the last century - are the most valuable and market-dominating global. The GAFAs - or the four horsemen of the apocalypse - lead the ranks of the Fortune 100 in the 21st Century.
Even if facts sound overwhelming, countless companies show how well and quickly they can take advantage of technological opportunities and occupy positions in the market. The first step towards developing or adapting one's own business model is to determine one's own position, one's competition and one's view of other industries.
The Digital Index, an online platform, is a structured assessment of the degree of digital maturity using KPIs and comparisons in meaningful benchmarks. An assessment can ask questions and benchmarks can generate "aha" effects. The results provide the motivation to analyze why competitors, supply chains and partner networks act differently, perhaps better. It can lead you to question your strategy, your roadmap, engage your customers and partners differently, form alliances and reinvent value chains both horizontally and vertically.

Panel Two – Design

15:00 - 15:30Main stage

" Reframing Print as Object Design. " - Chris Harrold, SVP Marketing & Creative @ mohawk papers

It’s time to find a new way to talk about print. Over time we’ve allowed a single, albeit powerful tool, to define an entire category of design. The terms “print design” and “print designer” have become baked into the design lexicon with little regard to the inherent power of the medium. Design, as an act, has far reaching and varied purpose that sparks emotion, enriches culture and breathes life into art and craft. To define design by a single tool denies the physical nature of printed objects and clips the wings of print as a medium and designer as messenger.

 When we design for “print”, our design process is reduced to shorthand—we are designing to a tool, not using a tool for design. The possibilities for creating an object are collapsed into a foregone conclusion, relegating “print” to a facile representation of a pdf.


We would do better to think of our “print” work as “object design”. To reframe this work as the creation of designed objects, is to encourage ourselves to consider many more properties than simple print, even if the end result is a printed piece. Consider how a printed object will live in the world: where it will live, what it will live with, how it will feel to hold, what it’s made of, is it heavy or light or delicate or rough, is it disposable or cherishable—and most importantly how will it make someone feel? We all rely heavily on two-dimensional screens to make three-dimensional objects. And the more we let print become a default extension of our 2-D screens the less we leverage the inherent power of 3-D object qualities. These qualities are rich design element to be debated, explored and manipulated to bring design intent to life.

Join Chris Harrold, Creative Director at Mohawk Fine Papers who will share insights and examples of print functioning as design object

15:05 - 15:35Master class stage

" Light! " - Ulrike Brandi - Managing Director @ Ulrike Brandi Lichtplanung GmbH

In 2006, the Mercedes-Benz Museum opened in time for the Football World Cup in Germany. The carmaker relied both creatively and technically on unusual architecture to showcase its brand presence.

Light - as a non-objective phenomenon - is usually perceived unconsciously and has a subtle effect on people.

Various aspects of the museum's lighting concept are still highly topical today, 15 years later:

Perception - how does a bright or a dark environment address feelings and reason? Which lighting concepts are really sustainable and not just superficially energy-saving?

How do I perceive the existing materials authentically?

What are the relationships between Mercedes vehicles and the building?

15:30 - 16:00Main stage

"One Look - One Message: Portfolio harmonization on the road to success" - Christof Ronge, Global Industrial Design Director @ ASSA ABLOY Sicherheitst

What are brands important for?
Brands stand for certain credible principles that are reflected in their products and services. They convey trust to the customer in what they offer. They are usually the point of reference for customers and important to create trustworthy connections and desires.

What is important for the brand?
A consistent recognizability, differentiability and uniqueness that can be recognized as quickly and easily as possible.

Why do we need a harmonious product portfolio?
Exactly to support this uniqueness and recognizability visually.
Create visual modalities. To make differences in values recognizable. To strengthen credibility and desire and thus also the brand. But also to create technical platforms and common part principles in order to reduce development and production complexity.
It is important to make this uniqueness protectable and to defend it.

What do you do there?
To translate credible brand values into product values right down to design principles and apply these to the entire customer experience.

How do you do it?
Start small and end big! With what can fast success be achieved to create internal trust? Which are the "low hanging fruits"? One of the most important success factors is to decide for a clear design strategy, to pursue it disciplined and for a long time.

16:00 - 16:15Main stage

Fishbowl Q & A Discussion Panel Two

Moderated discussion with:

Christian Wehner

Chris Harrold

Christof Ronge

16:15 - 16:40Lobby

Brain Snack

Coffee break

Panel Three - vom Startup zum Global Player

16:40 - 17:10Main stage

"From the short break to the Prater sauna - change and remain faithful." - Joachim Stürken, Head of Brand Management @ fritz-kola

16:45 - 17:15Master class stage

"Design and Change: Why anchoring a design culture is so effective" - Prof. Philipp Thesen Professor of Human-System-Interactions

In the last two decades, good new ideas have only come from the garages - this is the powerful narrative of Californian ideology. Over time, a false contradiction has developed in public: Here the big companies with their sluggish bureaucratic organization, and there the nimble start-ups that invent great new products as ingenious lone fighters and assert them against the prevailing opinion and market power. But innovation is crucial to the survival of the industry. In order to be successful in the future, companies must therefore deal with their intellectual capital much more systematically: The creativity and willingness of employees to change and the innovative power of the entire company are the actual assets of a company. Design helps to build bridges to customers and to act as a key to renewal and to creating meaning. This requires a new understanding of design that gives products a shape and humanizes technologies at the interfaces to people, but also serves as a cultural technique or mindset for the organization. How this can be achieved and how effective design management must be designed is explained in the master class "Design and Change".

17:10 - 17:25Main Stage

Fishbowl Q & A Discussion Panel Three - From Startup to Global Player

Moderated discussion with

Joachim Stürken

17:25 - 17:30Main stage

Wrap Up Florian Ambrosius

Farewell by host Florian Ambrosius

17:30 - 18:30Lobby

Happy Hour