Natalie Erdmann has headed up the corporate communications and marketing division at Helios since 2015. Helios is Europe’s leading private medical facilities operator. Erdmann has been with Helios since 2008. Before that Erdmann was project director for “Germany – Land of Ideas”, a joint initiative of Germany’s federal government and industry sector, under the aegis of the German president. She previously also worked in management posts at the ad agencies Ammirati Puris Lintas and Lowe.
Brands are shaped in UX, Content and Service – which is especially relevant for Helios, Europe’s leading private hospital operator, with more than 100,000 employees, serving patients in over 150 hospitals in Germany and Spain. This approach on Brand requires different triggers for the team, design tools and the way they work. Helios and Edenspiekermann reinvented the Brand at scale launching e.g over 300 websites with more then 60.000 pages in only 6 months.
Brand Talks is the new rapid talk format on the second conference day. After the keynote by London-based branding expert Michael Johnson (johnson banks), talks change in a 30-minute cycle. The final talk gives Thomas Müller, Head of Design and Innovation at Fjord with his summary “The End of Branding As We’ve Known It”. Moderator of the Brand Talks: TYPO programme director Jürgen Siebert.