Reden in der Eden – Brand Management 2035
Exclusive After-Work Networking
Thu, 11 September 2025, @ 18:00 CEST
Eden Bar, Liliengasse 2, 1010 Vienna
On 11 September, the eagerly awaited after-work event of the Vienna Advertising and Marketing Communications Association returns to the Eden Bar.
MarTech pioneer and CELUM CEO Michael J. Kräftner will unveil the future of brand management at the intersection of AI, data, and automation. Discover how brands can position themselves successfully despite smaller budgets.
Brand Management 2035 – automate or lose
Brand management is on the brink of a radical shift. Where brand guardians once worked with rigid rules and centralised control, today’s and tomorrow’s reality demands a completely new mindset: systemic, connected, adaptive.
In his keynote, Michael Kräftner explains why traditional brand management is reaching its limits – and which skills will be essential in the future. He offers a practical yet visionary outlook on the next ten years of brand leadership.
Drawing on real, anonymised case studies from industry and retail, he will show how organisations are already taking their first steps towards a “Brand Operating System” – and what is needed for this: system thinking instead of silo thinking, platform understanding instead of tool-hopping, cultural openness instead of rigid brand guidelines.
This talk is for anyone who wants not only to manage a brand, but to shape it for the future.
Michael J. Kräftner
Michael Johann Kräftner is the founder and CEO of CELUM. With a background in Media Informatics, he has dedicated his career to digital product communication and brand management. As a recognised expert in the digitalisation of marketing processes and the technological disruption shaping e-commerce content, he has become a leading voice in how technology transforms the future of marketing.
Agenda
6:00 pm
Doors open
6:30 pm
Welcome and Opening
Eva Mandl, PR Committee, Advertising and Marketing Communications Association
6:35 pm
Keynote “Brand Management 2035 – automate or lose”
Michael J. Kräftner, MarTech Pioneer and CEO of CELUM
7:25 pm
Flying Buffet & Networking
End: approx. 22:00
Additional information
Dresscode: Business Casual
(no T-shirts, gentlemen please with jacket)
Admission is free – registration is required.
First come, first served applies to registration.
Please note: Admission, even with a confirmation, can only be guaranteed for the first 60 guests to arrive. Please be punctual.
This event is open to members of the Vienna Advertising Association.
Registration deadline: 10 September 2025
