Markus Roder is a branding consultant with a background in Neuropsychology, seems kind of scary, doesn’t it ? Anyway, the speech was prolific.

Markus argues that an effective ‘brand buzz’ is all about “creating experiences people can talk about; conversations are what make a brand relevant in people’s everyday lives”. Once you get there, the challenge is to keep the conversation going.

Using the Ritter Sport Olympia campaign as example, Markus showed us how the agency Elbkind resuscitated an old fashioned chocolate bar that had been off the German market for years.

He explained that after the product had been withdrawn form the shelves, fans outcried during years about it being taken out of distribution. Thus, the agency decided to collaborate with this core of fans. They just sort of gave them a megaphone to amplify their voices through a social media platform. And that was smart !

So, thanks Markus and Tobias for this very interesting presentation!

A commercial created by a Ritter Sport Olympia fan.

Video viral created by the agency Elbkind