Insight Out: Dirk Hohnberg on Brand DNA in the Age of AI

Brand identity vs. AI: What marketing needs right now

Taking “Scaling Intelligence” as its theme, DMEXCO 2026 will showcase how companies can use artificial intelligence productively. But it takes more than technology alone to make a strong brand. At a time when creative processes are accelerating and new trends are emerging on an almost daily basis, attention is shifting to a different question: How can a brand remain relevant in the long term without losing sight of its identity?

In our interview series “Insight Out: Marketing’s Boldest Voices” we hear from experts who are actively shaping the marketing industry. In this edition, Dirk Hohnberg explains how AI is changing his day-to-day work, why it takes more than just data to make bold decisions, and why – even in the age of artificial intelligence – there’s one thing above all else that brands cannot afford to lose: their unique identity.

What has been your biggest challenge over the past twelve months – strategically or personally – and what have you learned from it?

I think my biggest challenge has remained the same over the last few years: How do I ensure that the Fisherman’s Friend brand can sustain its success and, in particular, attract new, young customers without losing its loyal following? Our decision to focus our marketing communications exclusively on the young target audience has generally been very successful. About four years ago, we made a clean break and, among other changes, stopped advertising on linear TV.

Now we’re taking a slightly broader approach again. To paraphrase Byron Sharp: We’re letting our target audiences decide for themselves how relevant we are to them. We’re also not quite as strict when it comes to our festival partnerships. Just two years ago, for example, we were at Lollapalooza, whereas this year we’re at Rock am Ring, the mother of all German festivals.

I recently faced a very personal challenge when I said goodbye to the German marketing team and took on the role of Head of Global Marketing on July 1. I’m very excited about this permanent change of focus – but also about continuing to serve the Fisherman’s Friend brand.

When was the last time you made a decision without being certain it would work – but you went ahead anyway?

This morning. It’s presumptuous to think you can know for sure beforehand whether something will work. I just got off a call with a potential strategic partner in a space that’s entirely new to us. I’m completely open to it, and maybe it’ll turn into something big. I’ll be examining the opportunities, relevance, and reach prospects very closely, of course.

But there are no guarantees in marketing. I’m a big fan of common sense and often trust my gut. Truly bold decisions aren’t based solely on data – otherwise, they wouldn’t be bold. One thing I’ve learned in all areas of my life and firmly believe is that when everyone’s motivated and working together, things usually turn out well.

In what specific ways are advances in technology – especially AI – changing your role as a marketing decision-maker?

I’m sure I don’t need to go into detail here about the AI tools that have become part of all our everyday lives. But the way AI has transformed the creative world is truly dramatic. To be specific: Over the past 20 years, I’ve developed many campaigns and commercials – sometimes with an ad agency, sometimes without. That’s how I know exactly what production involves and where the costs are incurred. AI is completely turning entire production processes upside down. Any agency or service provider that hasn’t already changed its approach is probably already way too late to the party. In many respects, AI in marketing is an absolute game changer. Take market research, for example. Twenty years ago, pretesting for a video campaign would take several weeks. Today, you get the results almost immediately and can make optimizations right away.

We’re currently developing a fully AI-generated campaign for a product initiative. If we’d wanted to shoot the whole thing for real, we would probably never have reached the filming stage due to budget constraints. But even beyond scenarios like that, AI is simply a huge help in our day-to-day work. Fortunately, though, it doesn’t take the final decisions out of my hands.

If you could share your honest advice with the industry about dealing with hype, time pressure, and the weight of expectations, what would you say?

Define “industry.” As far as brands are concerned: Be clear about what you stand for, what you absolutely do not stand for, and where you want to go in the long term. Focus only on the trends – and the crazes, if you like – that are genuinely going to help you strengthen your brand. Leverage your brand’s DNA instead of turning your back on it just to please the masses in the short term.

The takeaway: Brand identity is the key to navigating AI and hype

When faced with AI, new channels, and ever-changing trends, maintaining a consistent course becomes a critical competitive advantage. For Dirk Hohnberg, this doesn’t start with technology, but with clear brand DNA. Companies that make use of new technologies without letting their own identity slip from view put their brand management on track for long-term success.

The growing importance of a creative branding strategy is a topic that’s also discussed by Steffen Zeller, CMO of Rügenwalder Mühle, on the DMEXCO podcast.

Want to learn how leading brands are putting artificial intelligence to good use and rethinking their marketing strategy? Then secure your ticket for DMEXCO 2026 and experience “Scaling Intelligence” live and in person.