A View on Modern Marketing Answers from Felix Kästle, Deutsche Bank’s Head of Global Marketing Communications.

„The power of strong brands and the impact of integrated communication.
In times of rapid market change and social upheaval, it's essential not only to act with agility but also to communicate clearly what a company stands for – through its brand, its products, and its language. This strategic clarity and creative diversity are what fascinate me most about this discipline.“ 

Felix’ small secrets behind strong marketing?

„Discipline, courage, and consistency.
Brand leadership is never accidental – it’s the result of clear decisions and long-term investments. And of well-written briefs.” 

Which brands impress Felix?

Telekom – for its unwavering discipline in brand management. 

Hornbach – for creative campaigns that strike the cultural nerve without ever losing the brand’s core. 

Deutsche Bank – for an iconic logo that has stood for “growth in a stable environment” for over 50 years and still works perfectly in the digital world today. 

What’s Next?

„Beyond the disruptive force of AI, I see one of the greatest challenges in intelligently combining performance marketing with brand leadership. Pure performance communication can erode brand equity – true, sustainable success only happens when both go hand in hand. Creating this understanding and embedding it internally is one of the core responsibilities of modern marketers.“ 

Maybe that’s the biggest takeaway:
Great marketing isn’t just about building brands. It’s about building the people and the discipline behind them.