What Does an Apple Tree Have to Do with Brand Relevance?
A personal look back at the month of March by Verena Gründel, host of DMEXCO – and at the small and big moments that truly define brand relevance.
From Spring Awakening to Brand Relevance
For many, the year doesn’t really start until March. The days grow longer, the first campaigns signal the arrival of spring, and fresh ideas begin to awaken from their winter slumber in the world of marketing.
For me, one particular campaign marks this fresh start: Hornbach’s annual spring initiative.
Like every year, the spot celebrates the end of gray days and the joy of digging, building, and planting.
I’ll admit it: I’ve found past campaigns a bit more entertaining – but this one still got to me.
The result? I’m now planning to plant an apple tree. And tomatoes. And pumpkins.
So, what does that have to do with brand communication? Quite a lot – because it creates brand relevance through emotion, timing, and storytelling.
Advertising as a Timekeeper
Whether it’s the Super Bowl, Christmas commercials, summer ice cream ads, or the first hollandaise sauce spot of asparagus season – well-crafted campaigns give structure to our year.
They create emotional anchor points and tell stories tied to cultural or seasonal moments.
And that’s exactly how they root brands in people’s lives.
Great communication doesn’t just sell – it accompanies.
Small Talk: The Underrated Strategy
In March, I was once again at one of our DMEXCO Pre-Game events – just like every time before. A small, curated group from the marketing ecosystem – and above all: lots of great conversations.
It reminded me of a study:
Researchers asked teams to either engage in four minutes of small talk before tackling a complex task – or skip it entirely. The result? The small-talk groups performed 30 percent better
Why? Because trust is built. Because relationships take shape. And that’s the foundation – even for effective marketing.
That, too, is a building block of true brand relevance: closeness, exchange, resonance.
Because wherever relationships are built, so is connection – and that’s exactly what brands need today.
AI Needs Culture – Not Just Tools
At the W&V Summit, I had the pleasure of moderating a panel on “Beyond Transformation” – featuring Carolin Rziha (Ritter Sport) and Maša Schmidt (SAP).
One statement really stuck with me:
👉 Thinking time is working time.
If we want AI to truly add value in marketing departments, we need more than just tools. We need a mindset. A tolerance for mistakes. The courage to embrace the unknown. And the willingness to let go of what might have worked yesterday.
The key skills? Soft ones: curiosity, a love of learning, openness.
It’s exactly this mindset that enables companies to experiment with AI – without fear of failure. Because technological transformation doesn’t happen through tools alone – it happens through people.
And it only works with cultural openness and an environment that encourages experimentation.
Community first
Target groups matter – but often, they’re not enough. To stay relevant today, you need to understand how communities work.
A great example: Mercedes-Benz. In recent years, the brand has immersed itself deeply in cultural spaces – not without a few missteps along the way.
As Bettina Fetzer, Vice President of Digital & Communications, openly shared at the W&V Summit, their first attempt in the gaming world was a clear fail:
A classic TV commercial for the Mercedes EQC was placed in League of Legends – without any adaptation.
The result? A total flop. No resonance, no relevance, no understanding of the community.
But the learning curve was steep.
Today, Mercedes is firmly established in the League of Legends universe.
In 2021, the brand introduced the “Championship Rings” – trophies awarded to the winners of the League of Legends World Championship.
A sign that Mercedes-Benz not only understands the cultural codes of the community, but is actively involved in shaping them.
Or take Rügenwalder:
In 2024, the brand demonstrated how cultural cleverness and deep community understanding can drive a campaign – without ever naming a celebrity.
To tap into the hype surrounding Taylor Swift’s sold-out tour, the company posted a job listing for a “Wurstpromoter.”
The offer? Sell vegan snacks at the stadium – and get access to the concert in return.
The twist: Taylor Swift’s name never appeared.
Instead, Rügenwalder used smart hints and insider references, spreading the campaign across fan communities, social media, and digital job platforms – exactly where the target audience was active.
The result? Massive reach, plenty of media buzz – and a German media award.
The campaign is even rumored to be a dark horse contender for a Cannes Lion.
A brilliant example of community relevance, perfect timing – and bold brand storytelling beyond the usual playbook.
The most important lesson from these examples?
Cultural marketing often brings bold, unconventional ideas to the table – and that’s exactly what makes it so powerful.
But these “crazy” concepts, rooted in community codes and pop culture, don’t always get a warm welcome in the boardroom. They can be unsettling. They don’t follow the traditional marketing playbook.
But this is precisely where true brand relevance is born – when brands become part of culture, rather than just commenting on it.
It takes courage to go down that path.
And it takes a company culture that can handle the new – and the unexpected.
My Takeaway This Spring: Brand Relevance Is No Coincidence.
Brand leadership requires timing, cultural sensitivity – and the courage to say something truly meaningful.
Something with real brand relevance.
Sometimes, it starts with an apple tree.
Or with a small conversation that sets big things in motion.
Or with an honest answer to the question: What does our brand really mean – right now, to real people?
I’m excited for everything that’s coming in spring.
And for many inspiring conversations – no later than this September at DMEXCO.
Snowy greetings from the HORIZONT SNOWMASTERS – stay tuned!
Verena
