GPK working group “Strong brands – strong retail”
On October 30th, around 20 people from the areas of trade, industry and association groups gathered in Cologne to found the “Future Dialogue” working group. This approach represents the firm belief that the challenges of the industry can only be successfully overcome through collaboration.
The Cooking and Table Culture Trade Association has set itself the goal of sustainably promoting exchange between retailers and suppliers. In October 2024, an in-person workshop entitled “Industry Dialogue” took place in Frankfurt am Main. At the industry conference in Mannheim in July this year, the focus was on “togetherness” in the industry.
As a next step, the “Future Dialogue Working Group” was brought into being. Association managing director Christian Haeser was pleased to welcome around 20 participants from the areas of trade, industry and the association group to the furniture trade technical school in Cologne on October 30th. The opening event took place under the motto “Strong brands – strong trade”.
Trust in brands
Jens Lönneker, President of the Society for Research into Branding (GEM) and Managing Director of the Rheingold Salon, presented the brand association’s latest study entitled “Trust in Brands” with a keynote speech. “Brands convey confidence because psychologically they represent utopias that succeed because they are implemented in a way that is suitable for everyday use. In this respect, brands are a role model for building trust,” says Lönneker.
In the subsequent workshop, the participants in the working group examined the focus topic of “brand” from different perspectives. We were looking for answers to questions such as: What role do the (manufacturer) brands play in the GPK trade? What is the importance of a strong retailer brand? What creates trust in brands? What harms the brand image? What measures can improve communication between trade and industry?
After five hours of intensive exchange, the first joint activities were initiated and “to-dos” were formulated. “The meeting in Cologne was the starting signal. With this working group we want to create a permanent platform in which the future issues of the industry can be discussed in a trusting and open atmosphere,” explains Beate Schraml, head of GPK in the Living and Office Trade Association. This means the “future dialogue” continues.
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