"I've done no marketing. I've only ever loved my customers."
Zino Davidoff
Europe has a diverse and extensive cultural landscape. It is possible to establish a proper orientation in this complex brand environment through cultural brands that promise quality and boost confidence in one's cultural offerings. But how are you staging and establishing your brand's cultural institutions or projects? Identity-based brand building is the first step in a brand building strategy and forms part of a consistent brand management approach. It focuses on all stakeholders who need to be addressed as individuals. Research in neuro-economics shows that multisensory marketing is an essential tool for effectively targeting a group and for bringing cultural offerings and cultural brands to life.
The following are some speakers and discussants:
- _Katharina Langsch, Geschäftsführerin der IGA Berlin 2017
- _Prof. Dr. Lorenz Pöllmann, Professor im Fachbereich Wirtschaft der HMKW
- _Steffen Setzer, Vizepräsident Laserline Drucktechnik und Haptik
The following events will be devoted to this topic:
_A Keynote Speech
_Four lectures by renowned speakers moderated by Henry C. Brinker
_A concluding discussion
