Symrise’s Beverage Inspiration

Themed “Brands and Emotions,” the fourth Symrise Beverage Inspiration day was recently held at the Porsche Museum in Stuttgart, Germany. The event featured a presentation by Bernd Schubert, science director of the isi Institute of Göttingen, Germany, who analyzed brands and emotions from a scientific perspective, explaining how emotions are processed in the brain and how advertising can make use of that mechanism. In addition, the event included presentations by Jürgen Knauss, advertising specialist and chairman, Heye Group, on the influence of language on one’s emotions; trend researcher Tom Groth on why the translation from good idea to successful product is so difficult; and Peter Claussen, marketing director, Rottkäppchen-Mumm sparkling wines, on managing a successful brand on the German wine and sparkling wine market. The event also featured Frank von Keutz, vice president BU beverages EAME, Symrise, sharing insights on the day-to-day emotional branding work performed at the company.