The Brand Excellence Circle at Red Bull
On November 30, the seventh Brand Excellence Circle (BEC) took place at the Red Bull headquarters in Fuschl am See. The BEC is an initiative of the University of St. Gallen and the BMW Group. Its goal is to bring together top-notch brand managers twice a year to share recent developments and best practices in the field of branding. From 24 brands in the Circle, the following members were present at the recent event: the BMW Group, Credit Suisse, Dropbox, Freitag, GoPro, Hermes, Hilti, Lange & Söhne, Leica, LinkedIn, Nivea, Telekom, and Tempo.
The topic of the last circle was “Purpose”. In keeping with the purpose of our host – “Giving wings to people and ideas” – it was an extremely inspiring meeting in which the purpose topic was tackled from a variety of perspectives. Maximilian Strecker (Purpose expert at the University of St. Gallen), Philipp Hausmaninger (Marketing Manager Western Europe Red Bull) and Cedric Dumont (longtime Red Bull athlete and high-performance coach) provided interesting perspectives and insights. During the second half of the event, Jennifer Treiber-Ruckenbrod (Head of Brand Portfolio Strategy and Brand Measurement at the BMW Group), Jessica Nowak (Head of Corporate Brand & Communications at Hilti), Oliver Brunschwiler (Managing Director of FREITAG), Katharina Mack and Stella Wendel (Marketing Director and Lead Architect Creation at Lange & Söhne) and Sandra Viertauer (Head of Global Brand Partnerships & Coordination at Leica) gave insights into the use of purpose in their respective companies.
Overall, it was a very intense day with lots of interesting content and discussions. A big thank you to all participants of the seventh BEC, speakers and Red Bull as a great host of the event. We are pleased to announce that the next Brand Excellence Circle will take place at Telekom in Bonn in the middle of next year.
If you are interested in participating in the next Brand Excellence Circle or if you have further questions, please do not hesitate to contact us. Philipp Scharfenberger (firstname.lastname@example.org) and Daniel Dietrich (email@example.com) are very happy to help.