International Festival of Brand Experience
05 | Der Aufbruch 11.01.2023

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Salim Yüksel

Innovation Manager at the Volkswagen AG

12:00 – 13:15
Live Communication: The Dinosaur of Corporate Communication?

Moderator: Uni.-Prof. Dr. Cornelia Zanger and Reinhard Pommerel, R.I.F.E.L. Vorstand

Participants in the panel:
Salim Yüksel | Volkswagen AG, Stephen Rose | SIEMENS AG, Stephan Hoffmann | Nüssli (Deutschland) GmbH, Christian Flörs | BRUNS Messe- und Ausstellungsgestaltung GmbH, Dirk Zieling | Expo Display Service GmbH, Oliver Wurch | White Label Events, Frank Sonder | foresee GmbH, Matthias Schultze | GCB German Convention Bureau e.V., Hendrik Hochheim | AUMA

Format: Fishbowl
Track: Cultural Change

Will brand experiences take place only in the virtual world in the digital age? Will live communication become the dinosaur of corporate communication? Certainly not! Our customers want to experience emotions – but this raises the question of what future scenarios will look like. How will the live communication formats be reinvented in the age of digitalisation in response to the changed expectations of our trade show visitors and event participants? These are exciting issues in our industry – experts will engage in dialogue on these topics in the fishbowl. Join the discussion!

15:00 – 15:30
What’s new, honey? Innovation encourages discussion.
Salim Yüksel | Volkswagen AG, Dr. Marlon Braumann | store2be GmbH, Michael Albrecht | A4VR – The Agency for Virtual Reality

Format: Talk
Track: Cultural Change

Live communication is currently undergoing numerous changes. This panel presents new technologies, new business models and new customer behaviors and discusses these from multiple perspectives. Michael Albrecht, Salim Yüksel and Dr. Marlon Braumann will discuss the role that events play today and will play in the future, how familiar formats in the areas of trade shows and events will change and what will motivate target groups in 2025 to visit real or virtual events.

After working as a self-employed architect for 12 years, qualified engineer and architect Salim Yüksel joined Volkswagen AG in early 2001, where he has since held various positions.

He is currently responsible for innovative projects as Innovation Manager in the department Brand Management & Consumer Insights: Foresight + Innovation + Trend Research.