{"id":46754,"date":"2026-03-30T11:00:57","date_gmt":"2026-03-30T09:00:57","guid":{"rendered":"https:\/\/www.markt-kom.com\/de\/?p=253194"},"modified":"2026-03-30T13:08:11","modified_gmt":"2026-03-30T11:08:11","slug":"schweizer-markenkongress-ki-als-teammitglied-der-markenfuehrung","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2026-03-30\/schweizer-markenkongress-ki-als-teammitglied-der-markenfuehrung\/","title":{"rendered":"Swiss Brand Congress: l'intelligenza artificiale come membro del team di gestione del marchio"},"content":{"rendered":"<figure><img src=\"https:\/\/www.markt-kom.com\/wp-content\/uploads\/2026\/03\/Fotos_Gabriele_Griessenboeck_01032-9900000000079e3c.jpg\" alt=\"Fotos_Gabriele_Griessenboeck_01032-9900000000079e3c\" \/>\r\n<figcaption>Fonte: zvg<\/figcaption>\r\n<\/figure>\r\n<p>Come si gestisce un marchio quando l'intelligenza artificiale \u00e8 improvvisamente ovunque? Lo Swiss Brand Congress si pone proprio questa domanda. Il motto \u00e8 \u00abTeam game brand management - team member AI\u00bb. Il messaggio alla base: L'intelligenza artificiale sta cambiando in modo massiccio il marketing e la comunicazione. Tuttavia, non sostituisce una strategia, ma rimane uno strumento.<\/p>\r\n<h3>16 forum, 7 tappe, oltre 100 voti<\/h3>\r\n<p>Il 10 giugno alle 9.00, la scena dei marchi svizzeri si riunir\u00e0 al Dolder Grand Hotel. Oltre 100 relatori discuteranno delle ultime tendenze in 16 forum e su due palchi principali. L'attenzione si concentrer\u00e0 sulla questione di come le aziende possano sopravvivere in un mondo complesso di comunicazione, in condizioni di incertezza e di crescente pressione sui budget. Il congresso riunisce decisori di marketing, agenzie, piattaforme e mondo accademico.<\/p>\r\n<p>Il programma di quest'anno \u00e8 molto vario. Al mattino, gli esperti trasmetteranno le loro conoscenze sui marchi in sette tappe parallele. Sar\u00e0 chiaro quanto la disciplina stia cambiando. Tra la fatica dell'intelligenza artificiale e il crescente desiderio di autenticit\u00e0, tra il marketing guidato dai dati e i nuovi canali come la ricerca sociale, i marchi devono essere gestiti in modo pi\u00f9 preciso che mai. Temi come l'uso crescente dei dati, i nuovi KPI e i nuovi quadri giuridici relativi all'IA e alla sostenibilit\u00e0 mostrano inoltre quanto siano diventate ampie le sfide.<\/p>\r\n<h3>Cosa rende forti i marchi oggi<\/h3>\r\n<p>Dalle 14.00, l'attenzione si concentrer\u00e0 sui due palchi principali. Sul \u00abpalco della strategia\u00bb, marchi come Sixt, IKEA, K\u00e4rcher, Zweifel e Brack mostreranno cosa rende forte un marchio oggi. Si tratta di un posizionamento chiaro, della rilevanza sociale e della capacit\u00e0 di evolversi continuamente. La trasformazione attraversa tutti gli esempi.<\/p>\r\n<h3>Dati, intelligenza artificiale e nuove logiche di marca<\/h3>\r\n<p>Allo stesso tempo, il \u00abTech &amp; Digital Stage\u00bb mostrer\u00e0 come la tecnologia sta cambiando la gestione del marchio. Webrepublic discute le giuste metriche per la gestione del marchio, L'Or\u00e9al combina l'innovazione digitale con la rilevanza culturale e AXA gestisce i marchi sulla base di approfondimenti basati sui dati. Ancora una volta, si pone la domanda centrale: dove l'AI automatizza, dove supporta e dove l'essere umano \u00e8 indispensabile?<\/p>\r\n<h3>Il nuovo standard: la gestione olistica del marchio<\/h3>\r\n<p>Il quadro strategico \u00e8 fornito dalla ricerca dell'Universit\u00e0 di San Gallo. Utilizzando l'approccio olistico alla comunicazione del marchio, gli esperti Hannah Leimert e Philipp Scharfenberger mostrano quali sono i compiti che i marchi devono svolgere oggi: Generare attenzione, raccontare storie, costruire relazioni e moderare i dialoghi.<\/p>\r\n<p>Il filo conduttore del congresso attraversa quindi tutte le fasi. I marchi di successo combinano un atteggiamento chiaro, il giusto mix di coerenza e sviluppo continuo e l'uso mirato di dati e IA. La tecnologia apre nuove possibilit\u00e0, ma la leadership rimane umana.<\/p>\r\n<p>Oltre ai contenuti, il congresso offre anche uno spazio per il dialogo. Brand manager, agenzie e piattaforme si incontrano per un dialogo diretto durante il business networking e l'incontro comune.<\/p>\r\n<p>Il pi\u00f9 grande raduno di settore della Svizzera ha una lunga tradizione ed \u00e8 considerato uno specchio delle tendenze attuali del panorama svizzero dei marchi. Con un programma di oltre 24 ore, lo Swiss Brand Congress offre un'opportunit\u00e0 unica per acquisire conoscenze approfondite sul futuro della gestione dei marchi. Il congresso \u00e8 organizzato da ESB Marketing Network insieme a htp St.Gallen.<\/p>\r\n<p><em>Ulteriori informazioni sullo Swiss Brand Congress: <a href=\"https:\/\/www.marken-kongress.ch\/\" rel=\"noopener\">www.marken-kongress.ch<\/a><\/em><\/p>\r\n<p><em>Al programma: <a href=\"https:\/\/www.marken-kongress.ch\/programm\/\" rel=\"noopener\">https:\/\/www.marken-kongress.ch\/programm\/<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Lo Swiss Brand Congress si terr\u00e0 al Dolder Grand Hotel il 10 giugno. Oltre 100 relatori discuteranno di come funziona la gestione del marchio nell'era dell'intelligenza artificiale in 16 forum. Grandi marchi come Sixt, IKEA, L'Or\u00e9al e AXA mostreranno come utilizzano l'intelligenza artificiale come strumento senza rinunciare alla leadership strategica.<\/p>","protected":false},"author":107,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Schweizer Markenkongress","_yoast_wpseo_metadesc":"\u00dcber 100 Referentinnen und Referenten diskutieren am Schweizer Markenkongress am 10. Juni, wie Markenf\u00fchrung im KI-Zeitalter funktioniert.","articlekey":"","footnotes":""},"categories":[29],"tags":[4343,2817],"class_list":["post-46754","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-markom","tag-schweizer-markenkongress"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Schweizer Markenkongress: KI als Teammitglied der Markenf\u00fchrung - Organisator<\/title>\n<meta name=\"description\" content=\"\u00dcber 100 Referentinnen und Referenten diskutieren am Schweizer Markenkongress am 10. 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