Christian Hellmann

Head of Brand

What convention in your discipline are you disagreeing with at the moment?

"Brand Invest cannot be tracked." While it is true that the impact of brand campaigns often cannot be valued in decimal places on a balance sheet, this statement still could not be more wrong. It just takes a different perspective, a focus on the mid and longterm and a bit of Know How to make brand intelligence visible to even the most rational Financial Controlling Award Winner (OK, no guarantee)