Yesterday was I at a seminar called “the brand in your brain.” It was really good speakers as Professor Martin Ingvar and Absolut Spirits – Eric Näf, Director Product Innovation. They day were full of brain points and Absolut branding points. Martin did prove how our brains work and not work with information. Erik did show us that “In an Absolut world” is the world smiling back at you (then does our brain have us smiling back).
The seminar was a costumer arrangement done by Smurfit Kappa, a brand that has turnover 7 billion Euro. Smurfit Kappa is the world leader inpaper based packaging. If your nr 1 it is easier to expand the market than to compete with nr 2. Thats why they use their brain to move into the branding segment (where 7 billion Euro is not that much money).
The entrance on the picture is designed by Sergej, and the seminar was at SpaghettiOperan Regina.