Bold, brand, people: the three key findings of our SALON39
Some days linger on for a long time. Our SALON39 for our 30th anniversary was such a day. Together with thought leaders from politics, business and culture, we asked ourselves a big question: What spaces does the future need? What we found were not simple answers, but three powerful insights that have stayed with us ever since.
1. Attitude as a foundation: rethinking society.
Before we talk about brands or marketing, one thing became clear: everything starts with social responsibility. The art and culture mediator Sara Dahme appealed for democracy to be understood as an active creative task. In conversation with Dr. Marc Schumacher, Tübingen’s Lord Mayor Boris Palmer made it clear that we need a new, constructive culture of debate that often begins at a local level and is based on trust rather than ideological reflexes. The basis for sustainable action is therefore a clear and courageous attitude.
2. Resonance as a goal: retelling brands.
How does this attitude translate into successful brand management? It’s about creating real resonance. Matthias Mey impressively demonstrated how his family business has reinvented itself through courage and customer focus – away from rigid rules and towards “story doing”. Sven Wendig (Vollpension Medien) added the decisive lever for this: radical synchronization. Only when online, offline and community seamlessly tell a single, authentic story can a consistent brand world be created that is supported by the community.
3. People as the benchmark: redesigning experiences.
Ultimately, all strategies must touch people. Two fascinating approaches emerged here: the high-touch and the high-tech approach. Valentina Teinitzer (Studio de Pasquale) demonstrated how floral, sensual spaces act as a counter-movement to the digital flood and create a deep, non-verbal emotional connection. On the other hand, Falk Ebert and Dr. Marc Schumacher showed that artificial intelligence is a powerful partner. However, its value only unfolds through people: The new superpower is not the technology itself, but “taste” – in other words, taste, courage and a clear creative vision. Whether analog or digital, the benchmark remains the human being.
Our conclusion:
The answer to the question of the spaces of the future is therefore not a blueprint, but an attitude. It arises from the interplay of social courage, authentic brands and experiences that put people at the center. For us, SALON39 was a powerful start to this dialog. We are full of energy and look forward to everything we can develop together.
Many thanks to all participants and speakers! 💛
Photocredits: David Göz, Designplus