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  • Author: METRO Office EU Affairs

Report: Prof. Uli Mayer-Johanssen, international expert on brand management, at the 5th Brussels Wednesday Social

„The purely rational and conscious consumer does not exist“

Prof. Uli Mayer-Johanssen, international expert on brand management, at the 5th Brussels Wednesday Social March 16, 2016

The complete talk of the evening

"The purely rational and conscious consumer does not exist" (in German)

A summary of the evening

"Europe has to provide visions, if something greater is to be built" (subtitled in English)

“There is no such thing as an entirely rational and conscious consumer”

“Designing the future – holistic corporate and brand management as a competitive advantage”, this was the topic at the focus of the 5th Brussels Wednesday Social that took place at Solvay Library.
Together with international brand expert Professor Uli Mayer-Johanssen, the audience discussed the potential of brands and branding policy – not only for companies, but also with regard to the “brand” European Union, which is very topical at this time.
Numerous guests from politics, business and civil society discussed with Professor Uli Mayer-Johanssen about the importance of a holistic brand management for European companies and Europe as a whole.
The event took place at the Solvay Library in Brussels on 16 March 2016. The 5th Brussels Wednesday Social was hosted by METRO GROUP and the Federation of German Food and Drink Industries (BVE) in cooperation with European Movement International (EMI).
According to Prof. Uli Mayer-Johanssen, brands can offer guidance in an increasingly complex world, particularly when they appeal to consumers on an emotional level – because “there is no such thing as an entirely rational and conscious consumer”. She also emphasised that a successful brand has to be based on a far-sighted idea, unifying values, as well as concrete action. Currently, the future was often designed by glancing in the rearview mirror, since “we believe that what has made us strong in the past, will make us strong in the future”. However, to quote Albert Einstein: “We cannot solve our problems with the same thinking we used when we created them.” Subsequently, the brand expert discussed with the guests how the idea of a unified, visionary brand strategy can be applied to Europe. It was important to have ideas and visions. “In order to create something bigger, Europe must offer visions.” The question also arose, whether policymakers in Europe had lost the language to communicate visions.
The results of an ad hoc survey at the event showed that for the audience, a successful brand Europe means open borders, transparency and enthusiasm.
The interesting evening in the capital of Europe once again concluded with lively conversation and culinary delights, courtesy of METRO Cash & Carry Belgium.

METRO Office EU Affairs

Information about the author

METRO Office EU Affairs is the team in the Representative Office of METRO AG in Brussels. Brussels@metro.de