13th Bern Marketing Day: "I am the brand"
On October 28, the 13th annual Bern Marketing Day (BMT) took place. Under the theme «I Am the Brand,» various speakers presented a diverse program to the approximately 530 attendees.
In keeping with proven BMT tradition, this year's event did not feature dry marketing theory, but inspiration from special personalities and practical know-how such as that of branding specialist Florian Weingärtner (Interband Munich) and Arend Hendriks (Microsoft Advertising), as detailed in a communiqué. Especially in times of financial crisis, when there are calls for moderation and more modesty, the motto of this year's BMT may have a cynical connotation. However, what the speakers and talk guests propagated and embodied across the board as the main credentials of successful ego brands was not narcissism, arrogance or blindly striving for success, but credibility, authenticity and courage.
Danuser: Against "pathological democratism"
An initial implementation of this credo was demonstrated by Hanspeter Danuser, the former spa director and world-famous ambassador of St. Moritz. His St. Moritz slogan "Top of the World" earned him various marketing prizes, but also the resistance of the Engadin people, who, according to Danuser, suffered from "pathological democratism" like the rest of Switzerland. Against this Swiss mistrust of potentially polarizing content, Danuser has built up one of the most successful tourist destinations with charm, integrity, an alphorn and a mandatory "bruuna Schtai" (tanned face). However, Danuser said that the employees who ensure that a bold brand promise is kept are crucial to any success.
Switzerland and Betty Bossy: Modesty as a strength
Danuser's immodesty seems to confirm the Swiss marketing rule as an exception. This was demonstrated by the contributions of Walter Lüthi and Federal Councillor Micheline Calmy-Rey, who had her speech read out by Presence Switzerland boss Johannes Matyassy for health reasons. The Foreign Minister cited characteristics such as direct democracy, tolerance, modesty, stability and quality awareness as the strongest Swiss brand values. Betty Bossi's unprecedented 50-year success story is also based on rock-solid Swiss values. "Betty Bossi does not polarize, it does not lecture, it is rather inconspicuous," says Betty Bossi boss Walter Lüthi. Betty Bossi has a brand awareness of 90 percent and is one of the biggest rising stars of the new millennium alongside brands such as Google and iPod. This success was achieved solely through the presence of the products and services; Betty Bossi has never done any image advertising. Surprise guest Monica Kissling described her alias "Madame Etoile", which was given to her 19 years ago by the DRS 3 editorial team, as a "nightmare for a serious astrologer". In the meantime, the rather shy media astrologer has reluctantly come to terms with her dazzling brand name.
Giacobbo and Meier: brand names with many faces
Viktor Giacobbo and Yello member Dieter Meier were invited as interview guests of presenter Röbi Koller this year. The two artists and entrepreneurs with many talents entertained with punchlines and fascinating life stories and revealed their brand essence. "Above all, satire needs a point of view, not branding," said Giacobbo. "The most important thing is credibility. Everything I have done and continue to do is a search for truth and identity. That's why people have always respected me and I wasn't afraid of falling over," said Meier.
The Bernese Talk Round was on the program for the first time this year. Adolf Ogi, Peter Burkhart alias "Mühli Pesche" (Mühle Hunziken), Nicole Loeb (Loeb AG), Max Egger (Egger Bier) and Thomas Binggeli (Thömus Veloshop) discussed life with an official or unofficial brand name.
After the successful BMT 2009, the BMT 2010 is already being planned: Under the motto "Success: One way or the other", representatives of different or even opposing recipes for success will compete against each other on November 2, 2010.
Danuser: Against "pathological democratism"
An initial implementation of this credo was demonstrated by Hanspeter Danuser, the former spa director and world-famous ambassador of St. Moritz. His St. Moritz slogan "Top of the World" earned him various marketing prizes, but also the resistance of the Engadin people, who, according to Danuser, suffered from "pathological democratism" like the rest of Switzerland. Against this Swiss mistrust of potentially polarizing content, Danuser has built up one of the most successful tourist destinations with charm, integrity, an alphorn and a mandatory "bruuna Schtai" (tanned face). However, Danuser said that the employees who ensure that a bold brand promise is kept are crucial to any success.
Switzerland and Betty Bossy: Modesty as a strength
Danuser's immodesty seems to confirm the Swiss marketing rule as an exception. This was demonstrated by the contributions of Walter Lüthi and Federal Councillor Micheline Calmy-Rey, who had her speech read out by Presence Switzerland boss Johannes Matyassy for health reasons. The Foreign Minister cited characteristics such as direct democracy, tolerance, modesty, stability and quality awareness as the strongest Swiss brand values. Betty Bossi's unprecedented 50-year success story is also based on rock-solid Swiss values. "Betty Bossi does not polarize, it does not lecture, it is rather inconspicuous," says Betty Bossi boss Walter Lüthi. Betty Bossi has a brand awareness of 90 percent and is one of the biggest rising stars of the new millennium alongside brands such as Google and iPod. This success was achieved solely through the presence of the products and services; Betty Bossi has never done any image advertising. Surprise guest Monica Kissling described her alias "Madame Etoile", which was given to her 19 years ago by the DRS 3 editorial team, as a "nightmare for a serious astrologer". In the meantime, the rather shy media astrologer has reluctantly come to terms with her dazzling brand name.
Giacobbo and Meier: brand names with many faces
Viktor Giacobbo and Yello member Dieter Meier were invited as interview guests of presenter Röbi Koller this year. The two artists and entrepreneurs with many talents entertained with punchlines and fascinating life stories and revealed their brand essence. "Above all, satire needs a point of view, not branding," said Giacobbo. "The most important thing is credibility. Everything I have done and continue to do is a search for truth and identity. That's why people have always respected me and I wasn't afraid of falling over," said Meier.
The Bernese Talk Round was on the program for the first time this year. Adolf Ogi, Peter Burkhart alias "Mühli Pesche" (Mühle Hunziken), Nicole Loeb (Loeb AG), Max Egger (Egger Bier) and Thomas Binggeli (Thömus Veloshop) discussed life with an official or unofficial brand name.
After the successful BMT 2009, the BMT 2010 is already being planned: Under the motto "Success: One way or the other", representatives of different or even opposing recipes for success will compete against each other on November 2, 2010.
