Joachim Maier: 150th anniversary – and how do you reposition a brand?
When does an anniversary become about more than just looking back? Why is it worth taking a stand, particularly during moments of reflection? And how does a purpose truly connect people?
In this episode, Jonathan Schwarz talks to Joachim Maier, Uster Technologies’ long-standing head of marketing, about brand leadership at the intersection of history, transformation and the future.
The focus is on a special occasion: the joint project marking the company’s 150th anniversary. However, rather than focusing exclusively on the past, Uster is using this moment as a strategic opportunity to drive its own transformation.
This has given rise to the corporate purpose #EmpowerPeople, which is not just a campaign, but a guiding principle. Joachim and Jonathan discuss how purpose emerges when a company honestly asks what it wants to stand for today. They also explore how to succeed in articulating this stance and making it a tangible experience across cultures, markets, and teams.
Joachim Maier is Head of Marketing Management at Uster Technologies, an international industrial company with a history spanning over 150 years. In this position, he directs the development of the brand and explores how tradition and the future converge to create a clear brand identity.
Links
Uster Technologies⏐Purpose development and 150th anniversary: Looking towards a future rooted in purpose
Uster Technologies | 360Q Communication: From hardware specialist to 360-degree service provider
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