Five Questions with Gion-Men Kruegel-Hanna
Talk Title:
Branding in the 21st Century
Talk Overview:
Your brand is not what you say it is, it’s what ‘they’ say it is.
We live in a world in which century-old brands can be wiped off the face of the earth in mere seconds, and only the consumer holds this power through the choices they make. This is a world in which brands need to clearly demonstrate their strengths and give clear direction. A brand’s target audience needs to be able to identify with its values, behaviour and attitude. If consumers can’t identify with a brand, they will walk away. Very quickly…
Why did you agree to speak at WXG?
In my line of work sharing, learning and excelling through multi-faceted conversations is one of the most important aspects to cherish.
What do you think attendees will get out of your talk?
Hopefully a unique perspective of how identity shapes a brand’s behaviour in an ever-changing and increasingly overcrowded market place. Because one thing is for sure: “Today will be different than tomorrow.”
How did you get into your field?
I pretty much was born into this industry. Having been surrounded by a large family of artists, designers, and creatively-minded people, it’s hard to imagine I would have ever done anything else. Originally, I wanted to become a fashion designer, however my studies in London made me follow a career in multi-media and multi-disciplinary design. As such, I was always more excited and curious to change creative environments, brands and entities that lost the touch with time (a bit). I like to bring them back to life in the most progressive way and fashion.
Who is your inspiration in the industry?
I am inspired by brands (new and old) and their creators who withstand the pressure of consensus and compromise and push their ideas as far as they possibly can. I admire entrepreneurially-minded people who follow their dream of bringing an idea (e.g. product or service) to market without fear of losing out or failing.
What advice would you give to someone new to the industry?
Become the best at what it is that you are doing. There is too much mediocrity and half developed stuff out there. Be unique and do something different to the competitor to your left and the partner to your right. Stand your ground when you believe in something and see it through, no matter what.
Gion-Men will be talking at WXG on the 23rd March, 2017
