The New Rules of Brand Building According to Carat’s CEO
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The New Rules of Brand Building According to Carat’s CEO
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Brand building is making a comeback, but on new terms. After years of hyper-targeted, lower-funnel performance marketing, brands are returning to their roots: storytelling, connecting to culture, and long-term brand equity. Our guest this week, Nina Brit Brando, CEO of Carat Deutschland GmbH, calls this a "renaissance in brand commitment." In a time when brands are all "fishing in the same lake"—competing for attention on saturated platforms where visibility is dictated by algorithms rather than ad spend—narrative-led advertising is what makes the bait worth biting. Nina shares her favourite examples of brands getting it right and her strategy for balancing storytelling and data to hook, catch, and keep valuable audiences in 2025.
Nina Brit Brando - https://www.linkedin.com/in/nina-brit-brando-59916236/
Carat - https://www.carat.com/de-de