Digital attention economics and artificial intelligence, as they are understood and applied today, remove the basis for sustainable brand management. If the brand continues to be a decisive growth driver for most companies, there is a strong case for focusing on core tasks and setting up brand management that serves the strategic goals of sustainable corporate development.
Günther Misof will discuss with you the phenomena that have completely turned the brand world upside down and will show you two structural models where you can currently start in your decision making.
Günther Misof is founder and editor-in-chief of the online platform "The Business of Brand Management" (tbobm.com). He has over 40 years of experience in brand development, implementation and management and has founded and managed a number of consulting firms in Frankfurt and New York. As one of the founding fathers of the category "Brand Implementation", the focus of his work for 15 years has been on the organisational aspects of brand management.