To be or not to be

Brands are increasingly in danger of losing importance in the eyes of their customers. In a study on “meaningful brands” commissioned by Havas, respondents stated they wouldn’t mind at all if three quarters of brands simply disappeared from the market. That’s not because people don’t want strong (meaning relevant) brands, but because many brands are not going about their intentions, such as assuming an important role in society, in quite the right manner. It is also fitting then that, according to the same study, almost 60 percent of the content put out by brands is not relevant to their target audience.

Psychologists, sociologists, marketing experts, and the media all have their hands full trying to assess the younger age group, also known in the industry as “Gen Z”, who have been socialized entirely online. They’re quick to accuse them of having a sheltered upbringing, low self-esteem, a low tolerance for frustration and of being addicted to social media. Media coverage from recent months, however, shows an entirely different image: of responsibility, political will, and a (70 percent agree according to the “Earned Brand” study by Edelman) clearly articulated demand for brands to take a position on contemporary issues. 

It is no easy task for brands to juggle the wide range of demands from young people and present themselves both as attractive and inspiring and as an empathetic, trustworthy companion. It is yet more challenging for an intangible brand like Deutsche Telekom which, to use the words of former Alcatel-Lucent CEO Ben Verwaayen, has to try to “give emotional value to the nothing”. That’s why Deutsche Telekom hosted the #DABEI (meaning #TAKEPART) Festival this year at IFA and related venues. It was primarily aimed at young people and focused on their everyday lives.

How was it possible to be perceived and accepted as a true festival? The crucial factors in this were the varied stage programme and numerous educational and DIY workshops, as well as the booth’s enticing, exciting design. This made it possible to attract 73 percent more visitors for experience-oriented activities. Especially important was that the claim behind Deutsche Telekom’s #DABEI motto, that of being a trustworthy companion in people’s lives, was confirmed by the public. Over 70 percent of visitors felt that the way Deutsche Telekom supports them in their digital day-to-day lives was demonstrated in an engaging manner. Just under 83 percent confirmed that they learned something interesting at the booth and 85 percent were shown what digitalization can make possible, according to their own assessment.

There were multiple “how to” workshops a day in which experts explained how to captivate your audience and tell exciting stories, how you can develop your programming and design skills, or how to expand on the skills and techniques needed to create the perfect mix on a DJ’s turntable. The centre stage featured a stream of fascinating guests and live podcasters, from German hip-hop band Die Fantastischen Vier, singer Mogli, and actor Lars Eidinger, to Bayern Munich’s Thomas Müller. Even some more critical societal issues made it to the stage, such as authenticity on social media or political education on Instagram. And 21-year old top influencer Erik Scholz spoke about an issue very close to his heart – the importance of being open towards people who do not conform to norms.

Under the heading “A playground for all”, the blog I HEART BERLIN came to the conclusion: “In a time when services and products are becoming more and more interchangeable, having people take part rather than simply being visitors is really the best thing you can do as a brand to stand out from the crowd."

The proportion of young visitors between the ages of 14 and 25 actually rose from 34 percent in the previous year to 57 percent this year. This was accompanied by a significantly better evaluation of Deutsche Telekom’s image in terms of trustworthiness, honesty and fairness, and customer care. Unlike hardware companies such as Samsung, Sony, and Philips, Deutsche Telekom’s booth did not primarily feature physical products, but rather usage scenarios (e.g. in the area of augmented reality and virtual reality) and entertainment (MagentaTV). Even so, its presence at the fair was the most appealing compared with the competition, with 75 percent rating it as very good/good. Among all visitors, it received its best ratings from the younger age group and was highlighted for having presented many innovations and making an exciting impression. Thanks to visits at the #DABEI Festival at the IFA booth, the number of those intending to purchase was 3.2 times higher than the previous year.

Summary In spite of the diversity of expectations placed on brands by a growing number of customers who have grown up on the internet and for whom everything has to be made “instant”, “on demand”, and mobile, this is evidence it is still up to brands – while peddling the idea of loss of control – whether they lose importance and disappear or not. And one more encouraging result: it’s easier to shop online, but you can never have as great an experience as in the “real” world. Or, in the words of Hans-Ulrich Obrist, curator of the Serpentine Gallery: “In this world of ubiquity, where everything is available at all times, anywhere, there is an increased desire for experiences that you can only make in one place.”

That’s something the GEN "online" has clearly taken to heart.