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Creating Relevance: How Brands Add Value

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All companies have a brand whether they want one or not. So how can brands remain relevant in times of volatility and uncertainty? In this discussion, Margit Wennmachers (Andreessen Horowitz) and Jens Thiemer (BMW Group) talk about brands and branding with moderator Britta Weddeling (Bits & Pretzels).

When asked about when founders should start thinking about their brand, Wennmachers responded, “Brand is not fame and brand is not an advertising campaign – it’s what people think of you. So I’d say: day one!” She added that starting early on it is especially important if startups are trying to attract talent from giants like Google and Facebook to work for them. On the other end of the spectrum, Thiemer discussed the challenges and opportunities on developing a legacy brand like BMW.

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