In this episode, Verena Gründel is joined by Andreas Wieser,
VP Brand Strategy & Customer Experience at Miele, and Yulia
Kalner, Head of Creative and Media Effectiveness at Kantar.
Together, they explore why German heritage brands must move
beyond engineering excellence and functional messaging to build
emotional connections. They discuss Miele's brand transformation,
the launch of its Outdoor Kitchen category, the role of
creativity and humor, and why emotional differentiation is
becoming the key competitive advantage.
In this episode of the DMEXCO Podcast, Verena Gründel is joined
by Andreas Wieser, VP Brand Strategy & Customer Experience at
Miele, and Yulia Kalner, Head of Creative and Media Effectiveness
at Kantar, to explore why even the world's most respected
heritage brands need to evolve beyond engineering excellence and
product quality.
For decades, German brands have built their reputation on
precision, reliability and functionality. But in an increasingly
competitive market, these strengths alone are no longer enough to
create lasting brand preference. Andreas and Yulia discuss why
emotional connection has become one of the most important drivers
of brand growth and how companies can embrace it without losing
the authenticity that made them successful in the first place.
The conversation dives into Miele's ongoing brand transformation,
the launch of its new Outdoor Kitchen category, and the thinking
behind a campaign that deliberately breaks with traditional
category conventions. Andreas explains why Miele chose to evolve
from a position of strength rather than necessity, while Yulia
shares insights from Kantar's research on creativity, advertising
effectiveness and the power of emotional differentiation.
https://www.youtube.com/watch?v=Af1mgSWxvgc
Together, they discuss why humor deserves a place in premium
branding, how emotional storytelling complements functional
excellence, and what marketers can learn from one of Germany's
most iconic brands.
They answer the following questions:
· Why have German
brands traditionally relied so heavily on functional
communication?
· How can premium
brands create emotional impact without losing credibility?
· What role does
humor play in premium advertising?
· Can entering a
completely new category strengthen an entire brand portfolio?
· How should
heritage brands balance tradition with transformation?
· What can
marketers learn from Miele's brand evolution?
A fascinating conversation about brand transformation,
creativity, consumer perception and the future of premium
branding.
Listen now!
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