Marketing today: The Power of Detail, Human Connection & Bold Reinvention

In a world of constant change, marketing is a change agent.

Marketing is moving faster than ever. The days when you could rely on a fixed playbook are gone. Today’s reality demands clarity, focus and the courage to think differently.

Both of our guests agree that times are turbulent. And that’s excactly what they love. André Nakonetzki:  “What has always fascinated me about marketing is, above all, the dynamism—which, in my view, continues to grow over time.”

For Marc Bertelsbeck this constant change is not something coming upon marketing, but also driven by the people within marketing:

This maniacal focus on creating even the tiniest  influence on people is the perpetuum mobile in marketing.
André says: “Today, I believe the big topics revolve around (…) keeping pace with the almost daily new possibilities, and having the courage to experiment while at the same time not getting lost in the seemingly endless opportunities, but instead maintaining a clear focus to do the right things (and then doing them right).”

Change comes from the details.

Getting these right in the work gives Marc the goosebumps:
”It could be a message in a parking space for after sales. Where you just enjoyed the smartness of the message and you will recognise that somebody is talking to you and knows exactly in which situation you are right now. And that makes it so effective.” 

Brands that excite our guests? Outdoor brand Vaude & drinks from Oatley.

 “One brand that has left a particularly lasting impression on me is Vaude. I had the opportunity to meet Antje von Dewitz in an inspiring exchange format, and she absolutely confirmed my external perception: Vaude lives authenticity by implementing transparent supply chains, fair production conditions, and climate-friendly products. This makes Vaude a modern, credible brand that sets standards in its segment.”, says André Nakonetzki.

For Marc Bertelsbeck it’s also a brand from a similar mindspace and completely different products: “Oatley, I find it interesting because it talks to me. It's obviously trying to be different, but it's not only different – at least for me it succeeds in putting messages in front of me that get me thinking and smiling. And I think that's brilliant.”

The takeaway – Great marketing today means connecting with people in context, not just reaching audiences at scale. Small details can create outsized impact, while bold thinking turns disruption into opportunity. Brands that thrive will be those that evolve fearlessly, stay anchored in authenticity and translate their heritage into new, relevant experiences.