From research for practice
Keeping an overview: Symposium sheds light on how brands can communicate successfully today
How do brand companies reach their target groups? What (still) works in the digital age? And how can success be measured? An update on the topic of brand communication will be provided at the symposium at the University of Wuppertal // Photo Colourbox
How do brand companies design their communication effectively? How do they maintain the attention of the individual person. If I want to sell my brand well and with lasting success, I need to know what works and how this can be realised in a cost-effective and resource-saving way. We are offering advertising and communication managers this update on 30 October in Wuppertal," explains Tobias Langner. The professor of marketing at the University of Wuppertal is organising the symposium together with Dr Julian Felix Kopka and in cooperation with the German Advertising Research Association (DWG).
The programme includes nine exciting presentations and inspiring discussions with leading experts from science and practice. The topics include brand identity, brand experiences for the target group, strategic colour design and the question of whether digital customer twins can replace complex market research studies.
Experts provide insights into theory and practice
"The range of topics is broad - as diverse as the world of brands itself. Together with the participants, we will address current challenges that communication experts face in the digital age in order to reach their target groups. We will also use many practical examples to evaluate trends: how do you tell a brand as a story, how do you use social media, which rules from the analogue era still apply?" summarises Julian Felix Kopka. Tobias Langner adds: "We always think along with them: How can success be measured, i.e. what tools does advertising research offer?"
The panel includes Christian Rätsch from the advertising and marketing agency BBDO, Colja Dams from the event agency VOK DAMS, colour expert Prof. Dr. Axel Buether from the university of Wuppertal, Ann-Kristin Wille and Thomas Langer from the Versicherungskammer Group, Olaf Hartmann from the marketing consultancy Multisense Institut, Dr. Matthias Rothensee from the market research institute eye square, Uwe Munzinger from the brand consultancy Munzinger Brand & Experience, Dirk Ziems from the marketing consultancy concept m as well as Sandra Schürmann and Dr Tim Wulf from the media company RTL Deutschland.
Further information, including the venue and programme, as well as the opportunity to register, can be found on the event website:
Neun spannende Vorträge und inspirierende Diskussionen mit führenden Expert*innen aus Wissenschaft und Praxis stehen auf dem Programm. Dabei geht es unter anderem um Markenidentität, Markenerlebnisse für die Zielgruppe, strategisches Farbdesign und die Frage, ob digitale Kundenzwillinge aufwendige Marktforschungsstudien ersetzen können.
Expert*innen geben Einblicke in Theorie und Praxis
„Die Themenpalette ist breit – so vielfältig wie die Welt der Marken selbst. Gemeinsam mit den Teilnehmenden stellen wir uns aktuellen Herausforderungen, vor denen Kommunikationsexpert*innen im digitalen Zeitalter stehen, um ihre Zielgruppen zu erreichen. Anhand vieler Beispiele aus der Praxis bewerten wir außerdem Trends: Wie erzählt man eine Marke als Geschichte, wie setzt man Social Media ein, welche Regeln aus der analogen Zeit gelten noch immer?“, resümiert Julian Felix Kopka. Tobias Langner ergänzt: „Dabei denken wir immer mit: Wie lässt sich Erfolg auch messen, sprich welche Instrumente bietet die Werbeforschung?“
Mit dabei sind Christian Rätsch von der Werbe- und Marketingagentur BBDO, Colja Dams von der Eventagentur VOK DAMS, Farbexperte Prof. Dr. Axel Buether von der Bergischen Universität Wuppertal, Ann-Kristin Wille und Thomas Langer vom Konzern Versicherungskammer, Olaf Hartmann von der Marketingberatung Multisense Institut, Dr. Matthias Rothensee vom Marktforschungsinstitut eye square, Uwe Munzinger von der Markenberatung Munzinger Brand & Experience, Dirk Ziems von der Marketing-Beratung concept m sowie Sandra Schürmann und Dr. Tim Wulf vom Medienunternehmen RTL Deutschland.
