conversation #3 — brands
Brands offer orientation and protection, especially in times of high uncertainty. Will brands be even more important in the future?
Yes, say Thomas Görlich of Melitta Europe – Coffee Preparation Division and Sabrina Zohren of Melitta Single Portions. However, they believe a brand will only remain successful if it continues to develop.
»Having a well-established brand also entails a high level of obligation – namely, to meet the continuously changing expectations placed on the brand.«
»Brands will become even more important in the future. In a world full of uncertainty, they are increasingly becoming a beacon of orientation for consumers.«