The focus on performance metrics shapes brand work. Algorithms and AI-driven agents support optimization and make it maximally efficient. Fascinating as this is, Lukas Cottrell, CEO of the brand and design agency Peter Schmidt Group, cautions: “A brand’s most important treasure cannot be decoded through data: the fascination it evokes in people – and the cultural context in which it lives.” And it is precisely this cultural context that determines the value people attribute to a brand and its products. 

 

Brands that clearly define what they stand for and that strategically build myth and aura gain relevance. They become more valuable than their performance-focused competitors and more resilient to short-term trends. In its daily work, the Peter Schmidt Group accompanies clients on this very path: Not only major companies such as Mercedes-Benz, Deutsche Telekom, Deutsche Bank, Schwarzkopf, or E.ON rely on the agency’s expertise – medium-sized companies and start-ups also sharpen their profile successfully this way. Lukas Cottrell will provide insights into this model and demonstrate the value it can unlock: on March 11 at 4:45 PM at Motorworld in Munich. Tickets for the two-day conference and information on all topics and speakers can be found here.

 

Lukas Cottrell will provide insights into this model and demonstrate the value it can unlock: on March 11 at 4:45 PM at Motorworld in Munich. Tickets for the two-day conference and information on all topics and speakers can be found here.