A power station full of brand power
How do you get people from all over Germany - from corporations, SMEs, start-ups, educational institutions and consultancies - to not only talk about brands, but to really question them? By offering them a different stage: one that is open, honest and inspiring.
This is exactly what the Brand Camp 2025 from June 5 to 7 in Dresden achieved. For three days, Kraftwerk Mitte was the meeting place for around 300 brand makers. The program offered practical presentations, honest exchange and an energy that is more familiar from festivals than specialist conferences.
For +Pluswerk, Markencamp 2025 was a place of inspiration - and confirmation that our mindset and solutions are exactly where the future is being created. The next Markencamp will take place in Bremen in 2026, and one thing is already certain for us: we'll be there again!
Pizza, print and positioning
The presentations by Michael Götz (Gustavo Gusto), Simone Nierhaus (Flyeralarm), Klaus Schmaeing (fritz-kola) and Marco Domogalski (Radeberger) were among the highlights of the brand camp.
Michael Götz spoke with rousing energy about his journey "from student pizzeria to Europe's fastest-growing food brand". The key according to Götz? Radical rethinking, living values, showing attitude.
This was immediately followed by Simone Nierhaus from Flyeralarm with a razor-sharp presentation on transformation in e-commerce. Her clear message: digitalization must not be an end in itself - it must consistently create added value.
Klaus Schmaeing (fritz-kola), on the other hand, presented the "fritz versus goliath" principle - a brand strategy that consciously sets itself apart and puts attitude above mainstream.
And Marco Domogalski impressively demonstrated how a traditional brand like Radeberger is holding its own in a shrinking market - and why dinosaurs should have been dancing after all.
Contacts and discussions
Away from the stage, the Markencamp was a real networking event. For Jens Krumm, CEO of +Pluswerk, taking part in the Markencamp was a first - and a hit:
"What really impressed me was the closeness. You talk to the speakers at breakfast and continue the discussion on the dance floor in the evening - and that's when real conversations happen. No show, no facade."
For example, during the in-depth exchange with Daniel Bönert about values in brand management. Or in the intensive discussion with Kristina Wagner on the topic of sustainability and responsibility in digital processes. The discussion with René Fluß about "New Work" also showed that the brand camp is much more than just a conference - it is a meeting place.
Conclusion and outlook
Participating in the brand camp means: thinking, thinking along and thinking ahead. In addition to the energy, the openness and the format, it was above all the takeaway knowledge that sticks with you:
- Brand development needs attitude - not just reach
- Digitalization starts with processes - not tools
- Values are not a buzzword - but a strategic compass
- Networking is not a collection of business cards - but listening, engaging, discussing
For +Pluswerk, Markencamp 2025 was a place of inspiration - and confirmation that our mindset and our solutions are exactly where the future is emerging.
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