In 1907, Persil became the first packaged washing powder on the market in Germany. Today, the brand is a world-wide icon of dependable washing power and purity. But as universal as those values are, they are interpreted very differently in different cultures. The Peter Schmidt Group has been responsible for Persil’s brand presence for more than 10 years. Katrin Niesen and Armin Angerer will present the evolution of a strong brand within the framework of product innovation and design. They will reveal how the world does laundry – and which design codes work.
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.