B&P #47: Building a brand is a marathon, not a sprint

This week’s podcast guest is one of the most influential women in the international automotive industry: Hildegard Wortmann, Member of the Board of Management for Sales and Marketing at AUDI AG and a leading expert in brand creation as well as crisis communication. In conversation with Bits & Pretzels Editor-In-Chief Britta Weddeling, Hildegard Wortmann shares a rare glimpse into her playbook on developing and maintaining a brand using the personal narrative of the company as well as how to communicate in a crisis. From 1) why you should start communicating in a crisis even if you don’t have all the answers yet to 2) what to do to keep your brand relevant & interesting over time and 3) how to handle rough times, such as the Dieselgate, and learn from mistakes as an automotive brand. The powerful executive who’s the first woman ever on the board of an automotive company, draws her deep expertise from her years in leading marketing roles in the industry – at Unilever and BMW, where she completely revamped the MINI brand in the early 2000s - turning the MINI into one of the most popular cars in the world today. And we’ve talked to Hildegard Wortmann just days after our Bits & Pretzels Networking Week in October. More to explore: Stay updated on news & insights from us about founders, startups in Bavaria, Austria & Switzerland at www.bitsandpretzels.com. Signup for our media newsletter to get the next episode of this podcast delivered right to your inbox: www.bitsandpretzels.com/media-signup. Hosts: Britta Weddeling (@bweddeling), Editor-in-Chief of Bits & Pretzels (@bitsandpretzels) Featuring: Hildegard Wortmann, Member of the Board of Management for Sales and Marketing at Audi Follow us: Twitter: @bitsandpretzels Linkedin: https://www.linkedin.com/company/bits-&-pretzels If you like the show, please let us know by leaving a review. You can also send us feedback at [email protected]. Production: professional-podcasts.com (Regina Körner, Migo Fecke), Sophie Dechansreiter & Dina Zhakupova.