Success principles for legacy brand modernization

Описание: Legacy brands pour millions into modernization efforts, yet many still struggle to connect with today's consumers despite having superior technology and decades of innovation.

The secret isn't in the budget.

Success lives in the bravery to tell human stories that make complex innovations feel relevant to everyday life.

In this conversation with Boris Dolkhani, CMO at Robert Bosch GmbH, you'll discover how Bosch transformed from a purely engineering-focused company into a globally recognized brand through bold storytelling, strategic risk-taking, and campaigns that put consumer benefits front and center.

01:59 Why engineering-driven companies struggle with brand building and what leadership support you need to drive cultural change

04:40 How to translate complex, invisible technology into stories people actually understand and care about in their daily lives

06:14 The strategy behind Bosch's "Like a Bosch" campaign and why focusing on user benefits instead of technology specs resonated globally

10:03 What taking Bosch to the Super Bowl taught about cultural moments and how you can maximize media impact with limited budgets

12:52 How to adapt a single brand idea across different markets while maintaining humor and relevance for local audiences

18:57 Why legacy brands fail at modernization and the one thing that separates successful transformations from expensive failures

Guest: Boris Dolkhani, Bosch |   / borisdolkhani  

Host: Nataly Kelly |   / natalykelly  

Zappi | https://zappi.io