
Which role will brands play in the future?
Imagine the year 2030.
There will be so many new tasks, new trends, new technologies, new touchpoints.
In disruptive times, brands may have to change their business model, expand their portfolio, adjust their channels, and reformulate their slogans.
In disruptive times it is so important to take the audience along on your journey and not lose them. To stay emotionally connected.
This is the one thing that will always be worth investing in as a brand manager, even in disruptive times: invest in emotional connections with your audience.
If your audience is emotionally connected to your brand, it will trust it – even if you have to reinvent the brand.
How do you create an emotional connection to your audience? Through memories. Because memories are emotions.
Watch the videos from my keynote about the role of brands in the future at the Brand Festival Berlin 2025:
Picture credits
Photo by Mitja Schneehage (Dragon Rouge colleague)