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DMEXCO Podcast by Verena GründelLanguage: de-de Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Miele’s Andreas Wieser and Yulia Kalner at Kantar on reinventing German Brands Through Emotion
Tuesday, 28 July, 2026
In this episode, Verena Gründel is joined by Andreas Wieser, VP Brand Strategy & Customer Experience at Miele, and Yulia Kalner, Head of Creative and Media Effectiveness at Kantar. Together, they explore why German heritage brands must move beyond engineering excellence and functional messaging to build emotional connections. They discuss Miele's brand transformation, the launch of its Outdoor Kitchen category, the role of creativity and humor, and why emotional differentiation is becoming the key competitive advantage. In this episode of the DMEXCO Podcast, Verena Gründel is joined by Andreas Wieser, VP Brand Strategy & Customer Experience at Miele, and Yulia Kalner, Head of Creative and Media Effectiveness at Kantar, to explore why even the world's most respected heritage brands need to evolve beyond engineering excellence and product quality.For decades, German brands have built their reputation on precision, reliability and functionality. But in an increasingly competitive market, these strengths alone are no longer enough to create lasting brand preference. Andreas and Yulia discuss why emotional connection has become one of the most important drivers of brand growth and how companies can embrace it without losing the authenticity that made them successful in the first place.The conversation dives into Miele's ongoing brand transformation, the launch of its new Outdoor Kitchen category, and the thinking behind a campaign that deliberately breaks with traditional category conventions. Andreas explains why Miele chose to evolve from a position of strength rather than necessity, while Yulia shares insights from Kantar's research on creativity, advertising effectiveness and the power of emotional differentiation. https://www.youtube.com/watch?v=Af1mgSWxvgcTogether, they discuss why humor deserves a place in premium branding, how emotional storytelling complements functional excellence, and what marketers can learn from one of Germany's most iconic brands.They answer the following questions:· Why have German brands traditionally relied so heavily on functional communication? · How can premium brands create emotional impact without losing credibility? · What role does humor play in premium advertising? · Can entering a completely new category strengthen an entire brand portfolio? · How should heritage brands balance tradition with transformation? · What can marketers learn from Miele's brand evolution?A fascinating conversation about brand transformation, creativity, consumer perception and the future of premium branding.Listen now! 🎧+++ Ad +++ BIG BANG AI Festival – Europe’s leading event for the future of AI, inspiration, and high-level networking. Join more than 11,000 attendees and 350+ speakers on September 16–17, 2026, in Berlin. Learn more and get your ticket at https://www.bigbangfestival.de/. ++++++ The DMEXCO ticket shop is now ! Go to https://dmexco.com/tickets/ and get your ticket for DMEXCO on September 23 and 24. +++ +++ Want to get inspired? Find the DMEXCO Conference program here: https://community.dmexco.com/event/dmexco-2026 +++
