Brand Congress 2025 focuses on creative excellence and AI
Around 600 experts from marketing and communication will come together at "The Dolder Grand" Zurich on June 23, 2025 to discuss creative excellence in brand strategy, the use of AI and the marketing of sustainable products.
In its 15th year, the Swiss Brand Congress One topic in particular was at the forefront: the sophisticated combination of data-driven marketing, artificial intelligence and creative excellence. After all, innovative technologies alone do not automatically lead to success. Rather, the decisive factor is how well companies master these tools and use them to create outstanding experiences for their target groups.
The congress is divided into 14 specialist forums and two main stages. The strategy stage and the tech/digital stage. On the Strategy Stage, key issues of brand management, creative excellence, innovation and brand emotions will be discussed, while the Tech and Digital Stage will focus on AI, technological innovation and digital transformation.
Jochen Sengpiehl, former Global Head of Marketing at Volkswagen and most recently based in China, also describes what can be expected from AI tools at "China Speed" in the future. The brand expert, who has received several awards from Forbes, says that companies need to prepare for this today. Executives from well-known brands such as Beiersdorf, Deutsche Bank and L'Oréal use specific examples to describe what is needed.
But technology is not the only thing on the agenda. Innovative concepts that address social changes are just as important. The Swiss company Microlino, for example, is presenting its approach to rethinking urban mobility with an electric mini-car. German company Rügenwalder Mühle is also showing how it has been able to drastically increase its market share with vegan products without alienating its traditional customers. Frosta, on the other hand, took a laborious route to convince consumers of healthier and more sustainable products and has received the German Sustainability Award several times for its efforts.
#LikeABosch CMO Boris Dolkhani demonstrates that even rational B2B products can arouse emotions. He explains why even an elaborate Super Bowl commercial can be effective for a company, even if customers are making superficially sober purchasing decisions. Olaf Geuer from Swisscom, on the other hand, emphasizes why creative excellence is essential and how companies can specifically promote it. And finally, Motel One shows how even budget brands can become love brands.
In addition to these examples, companies such as UBS, Ricola, Lindt & Sprüngli and Ricardo will also provide insights into their strategies at the Brand Congress.
