The brand experts Peter Schubach and Marie Buschhorn gave the students and Prof. Dr. Brigitte Gaiser an exciting insight into brand practice during a guest talk in the MCM lecture.
Blackeight gave practical insights at the University of Innsbruck
Mercedes-Benz is one of the most valuable brands in the world. On December 8th 2017, Dieter Zetsche published the new purpose (or WHY) of Mercedes-Benz on LinkedIn. Usually, a newly defined purpose is something lasting very long, etched in steel. Not half a year later, on May 11th, 2018, he posted another article about the purpose of Mercedes-Benz. So what has changed between purpose 1.0 and purpose 2.0?