Swiss Brand Congress: AI as a team member of brand management

How do you manage a brand when AI is suddenly everywhere? The Swiss Brand Congress is asking precisely this question. The motto is «Team game brand management - team member AI». The message behind it: Artificial intelligence is massively changing marketing and communication. However, it does not replace a strategy, but remains a tool.

16 forums, 7 stages, over 100 votes

On June 10 at 9 a.m., the Swiss brand scene will meet at the Dolder Grand Hotel. More than 100 speakers will discuss the latest trends in 16 forums and on two main stages. The focus will be on the question of how companies can survive in a complex world of communication, under uncertainty and increasing budget pressure. The congress brings together marketing decision-makers, agencies, platforms and academia.

This year's program is diverse. In the morning, experts will pass on their brand knowledge on seven parallel stages. It will become clear just how much the discipline is changing. Between AI fatigue and the growing desire for authenticity, between data-driven marketing and new channels such as social search, brands need to be managed more precisely than ever before. Topics such as the increasing use of data, new KPIs and new legal frameworks relating to AI and sustainability also show how broad the challenges have become.

What makes strong brands today

From 2 p.m., the focus will be on the two main stages. On the «Strategy Stage», brands such as Sixt, IKEA, Kärcher, Zweifel and Brack will show what makes a strong brand today. It's all about clear positioning, social relevance and the ability to continuously evolve. Transformation runs through all the examples.

Data, AI and new brand logic

At the same time, the «Tech & Digital Stage» shows how technology is changing brand management. Webrepublic discusses the right metrics for brand management, L'Oréal combines digital innovation with cultural relevance, AXA manages brands on the basis of data-based insights. Again and again, the central question arises: where does AI automate, where does it support and where do humans remain indispensable?

The new standard: holistic brand management

The strategic framework is provided by research at the University of St. Gallen. Using the holistic brand communication approach, experts Hannah Leimert and Philipp Scharfenberger show which tasks brands have to fulfill today: Generating attention, telling stories, building relationships and moderating dialogs.

The common thread of the congress thus runs through all stages. Successful brands combine a clear attitude, the right mix of consistency and continuous development and the targeted use of data and AI. Technology opens up new possibilities, but leadership remains human.

In addition to the content, the congress also offers space for exchange. Brand managers, agencies and platforms meet for direct dialog during business networking and the joint get-together.

Switzerland's largest industry gathering has a long tradition, as it reflects current trends in the Swiss brand landscape. With over 24 hours of stage program, the Swiss Brand Congress offers a unique opportunity to gain profound insights into the future of brand management. The congress is organized by the ESB Marketing Network together with htp St.Gallen.

Further information about the Swiss Brand Congress: www.marken-kongress.ch

To the program: https://www.marken-kongress.ch/programm/