Having a strong brand is increasingly becoming a success factor for companies in the logistics industry. Branding helps them position themselves effectively on the labor market, for example, which may be crucial, given the current shortage of skilled workers in Germany. But there are many other reasons why the "Image of Logistics" focus group from the German Logistics Association (BVL) is organizing a forum from 12 noon to 2 p.m. on the Friday of CeMAT. The forum features four flagship projects involving successful public relations and HR activities, followed by discussions with communications experts live on stage.
Tino Mickstein, Central Manager for Marketing and Communications at the Zufall Logistics Group, will be talking about how to successfully attract trainees, while Thomas Meyer-Jander, Director of Global and Corporate Marketing at SSI Schäfer, will be discussing what benefits a company can gain from redeveloping a brand. Among other things, Matthias Klug, Head of International Corporate Communications at STILL, will be showing how positive synergies can be generated between branding and trade fair stands, no doubt drawing on his own company as a shining example. Finally, Arnold Kriener, Chairman of the Executive Board of active logistics AG, will be shedding light on the costs and benefits of repositioning a brand.