"Stay unhappy" brings success

Whether Mercedes Benz Switzerland, Procter & Gamble Switzerland, Confiseur Läderach, SRF or Heimat Werbeagentur - the need to be unhappy was a recurring theme throughout your presentations. Those who follow the motto "stay unhappy" have long-lasting success.

Dietmar Dahmen, consultant for brands and user experiences, put it in a nutshell: today's marketing best-cases are already outdated because they do not take tomorrow's markets into account. This is best illustrated by the mobile communications industry, in which every stage of innovation creates a new player, as the existing market leaders are resting on their laurels. For him, dissatisfaction is essential for survival these days.

Beat Witschi, Head of the SRF Multimedia Center, is accompanying the "digital shift" from teletext into the mobile age. He sees the trend of "participatory journalism", for which offers are currently being created as quickly as possible. So far, however, it has been shown that this works primarily with the young target group and with interactive shows such as "The Voice", which explicitly invite viewers to vote and take part in discussions.

Matthias von Bechtolsheim, Managing Director of Heimat Werbeagentur, counts Swisscom among his clients. He urgently warned the congress participants against the trend of using computer-based figures to suggest satisfaction and success. With statements such as "Algorithms endanger marketing" or "Yesterday's (computer) nerd is today's god", he provided numerous discussion starters for the concluding get-together.

Of Swissness and branded entertainment

8 specialist forums, including "Brands and media in 2020", "Cross-media dialog marketing", "Swissness" and "Branded entertainment", provided numerous inputs for day-to-day brand work on the morning of the Swiss Brand Congress. Ralph Siegl, CEO of Confiseur Läderach, warned against using Swissness to compensate for a lack of quality. The statement "You've been Switzerlanded" for a disproportionate price/performance ratio is expression and warning enough to counteract this.

Lars Hanf, Head of Marketing ricardo.ch, provided insights into brand development and brand management in the digital age of Switzerland's largest Internet auction house. 3 million visits per week and 40,000 transactions per day are achieved through "Dominate Google" and "from interruption to interaction marketing", among other things. Brand management
in the digital age of Switzerland's largest Internet auction house. 3 million visits per week and 40,000 transactions per day were achieved through "Dominate Google" and "from interruption to interaction marketing", among other things.