In their book, published by Herman Schmidt in 2024, Lucas von Gwinner and Dirk von Gehlen provide a practical introduction to the importance and potential of brands. They show how brands not only function as marketing tools, but also as drivers of change and anchors of a company’s values.
Using illustrative examples and tried-and-tested methods, they present a brand management toolbox that helps creatives and brand makers to master the challenges of digital transformation. They explain how a well-orchestrated brand not only acts as a beacon for (potential) customers, but also has an internal impact, provides stability and creates meaning.
Speaker Lucas von Gwinner will discuss the importance of brand identity and explain why it is crucial that everyone involved knows and understands the brand essence. He will provide food for thought and case studies to encourage and inspire people to work with brands. The Lunchtime Talk is an open discussion format providing space for dialogue. Participants can benefit directly from the authors’ experiences.
Lucas von Gwinner is a brand manager with extensive experience in brand management, while Dirk von Gehlen is a digital expert who has developed innovative approaches for integrating brands into digital processes. Together, they see their book as an appeal and workshop for brand makers to unleash the power of the brand and strengthen companies in turbulent times.
