Quality alone is no longer enough to inspire lasting brand loyalty. That’s why Miele is continuously evolving its brand. With the launch of its new Outdoor Kitchen product category, the company is not only expanding into a new business area but also creating new emotional brand experiences.
In the conversation with our host Verena Gründel, Andreas Wiese, VP Brand Strategy & Customer Experience at Miele, and Yulia Kalner, Head of Creative and Media Effectiveness at Kantar, bring together research and real-world practice. Yulia Kalner explains why emotional differentiation has become one of the most important drivers of brand growth, while Andreas Wiese discusses how Miele translates these insights into brand strategy, communications, and product development.
Together, they discuss how heritage brands can evolve without losing their identity, why humor can be a powerful tool even for premium brands, and why emotions are increasingly shaping brand preference.
“We started our brand transformation from a position of strength—not out of fear or desperation, but to prepare the brand for the next generation.”
Kantar’s research supports this approach, showing that emotional differentiation is a key driver of brand growth. The findings also reveal that brands that deliberately build emotional connections are far more resilient to commoditization and price pressure over the long term.
“Quality can be replicated. An emotional connection to a brand cannot.”
What Brands Can Learn from Miele’s Brand Transformation
How can brands balance tradition and transformation? Why can a new product category reshape the perception of an entire brand? And what role do creativity, humor, and emotional differentiation play in sustainable brand growth? You’ll find the answers in the latest episode of our DMEXCO podcast.
Don’t miss this episode!
