Brands attract our attention every day, whether consciously or not. We talk about them, buy them and consume them. But what is it that makes a brand a brand? Is it the content, the packaging or the marketing? The answer is that it is the content, the packaging and the marketing – and that wasn't first discovered by Coca-Cola. The digital transformation has created a multitude of new communication options, but these usually convey content solely by means of visual representation of a logo, brand colours, text and imagery. However, neuroeconomical research shows that multi-sensory brand staging can address target groups more effectively and through all their senses. What exactly is a multi-sensory approach to a cultural brand? How does it smell? How does it taste? How does it feel?
Printversion of the lecture program (in German) for the KulturInvest-Kongress 2017 for download!
Program flyer (in German) for the KulturInvest-Kongress 2017 for download!
Among others with presentations from:
_Henry C. Brinker, Inhaber und Geschäftsführer von Brinkermedia
_ Kristiane Kegelmann, food artist und Gründerin von Studio Kristiane Kegelmann - eat art
_ Roman Passarge, Leiter Hansgrohe Aquademie der Hansgrohe SE
_ Prof. Dr. Alfried Wieczorek, Generaldirektor der Reiss-Engelhorn-Museen (rem gGmbH)
_ Dario Fontanella, Eiskonditor und Inhaber von Eis Fontanella
_ Elke Kies, Inhaberin von Magic Box® eK – Special Events & Duftregie
_ Sven Christian Finke-Ennen, Leiter Kulturmarketing der Osnabrück – Marketing und Tourismus GmbH
_ Dr. Stefan Strötgen, Partner der Lux Kastens Partner GmbH
_ Steffen Setzer, Leiter Marketing & Vertrieb, Prokurist des Laserline Druckzentrums Berlin KG
_ Bernd Neumaier, Geschäftsführer der Klingenberg GmbH
Program modifications reserved.
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