Successful CEOs as brand ambassadors: Vincenz, Affentranger, Riedener & Maschmeyer

The unanimous tenor on June 18 at the Dolder Grand: authenticity and credibility are basic requirements for strong brands. In addition, passion must be displayed in order to arouse emotions in customers.

For Carsten Maschmeyer, the key success factor in brand management is not innovation, but communication. Maschmeyer's credo is: "Marketing and communication are so important that I do it myself." Brand is a matter for the boss. Anton Affentranger (CEO Implenia) also shares this view. The reason for this is the importance of the brand: it is "the mirror of the corporate culture". Nevertheless, not only Affentranger himself, but every employee is a brand ambassador. They are a company's most valuable asset and give it a soul.

Marketing decisions "from the gut"

For Pierin Vincenz (CEO Raiffeisen Group), a CEO's identification with his own company is indispensable. That is why his successor next year will certainly come from the Raiffeisen family. Spontaneity is important to the Raiffeisen CEO: 80 percent of Vincenz's marketing decisions were gut decisions.

Stress "does what it wants"

Rapper Stress also decides - together with his manager Reto Lazzaretto - "based on gut instinct" which partnerships to enter into. The Stress brand stands for "authenticity and credibility". "We do what we want. We are genuine." Companies that approach Stress want profile, Lazzarotto is convinced. Potential brand partners must share the same values. Brand ambassador Stress can identify with the VW brand, which wants to demonstrate sustainability with the "Road to blue" campaign. He was involved in the script concept for the current commercial.

With authenticity to success

If brands are perceived as authentic, it has a positive influence on consumers, as they become emotionally attached to the brand. Prof. Dr. Felicitas Morhart (University of Lausanne) distinguishes between four dimensions of brand authenticity: consistency, sincerity, integrity and symbolism. Companies must be transparent and remain true to themselves. The decisive factor for customers is whether a company's actions are morally impeccable.

As part of the Swiss Brand Congress, Werbewoche selected the "Advertiser of the Year 2015": Curdin Janett, CEO Publicis. You can find the coverage here here.

In the morning of the Swiss Brand Congress, Swiss brands presented their success stories in eight specialist forums such as "Generation Y", "Brand Development", "New Brand Management" and "Swissness B2B/B2C". Renowned speakers from Migros, Zurich, Diwisa, UBS, Amag, Gartengold, Zimmerli, Appenzeller Käse, Chocolats Camille Bloch and Joiz provided tried-and-tested insights. Next year's Swiss Brand Congress will take place on June 23, 2016.