November 11-12, 2020

Rethink Retail

The Future of Brands

This session is integrated as a panel into the 2b AHEAD Future Congress. Should the Future Congress not take place due to Corona, this ThinkTank session will take place in a smaller setting (max. 20 persons). As a partner, you can register for both options as part of your ThinkTank membership, independent of the Future Congress. As a non-member of the ThinkTank Universe, you can apply in advance for one of the limited guest places and will receive feedback from us in October as to which of the options is likely to take place.

Brands today assume three basic functions: They offer customers orientation in the information overload of our digital world; they create trust in times of increased uncertainty and they enable an emotional connection, an individual experience or transfer their value as a status symbol to their users.

Brands, however, will be disrupted more than almost any other sector in the next ten years by new technologies, especially artificial intelligence. Individual AI assistants will make the question of orientation and information redundant. They emancipate the customer from 'trust is good' to 'control is better'. This further levels the power gap that has already been eroded by social media. The focus of brands in the future seems to be on emotions, experiences, and status - and on serving AI assistants as a new customer segment.

What new strategies do companies need to implement to meet these challenges? Which more fundamental developments in society will change our understanding of brands in the next ten years? And what does a future look like in which the classic way we interact with brands and how we value them will change dramatically?

Each of our ThinkTanks produces two futures studies over a period of 12 months. That is a total of 8 futures studies per year, the contents of which are available to our partner companies in advance.  Before we publish the results of our research, we bring together corporate leaders in the DACH region with like-minded people and experts. In these strategy sessions, the participants reflect, evaluate, select and work on real challenges in order to return to their companies with viable solutions. At these sessions, international guest speakers provide impulses for possible starting points.

Session 2020: The future of brands

If you would like to get an impression of the Retail ThinkTank meeting, you can apply as a guest participant for the respective dates and industry focus. As a member in the ThinkTank Universe you are guaranteed a place in every session.  The session will be held in German.

Day 1


Wednesday, Nov 11

3.30 pm
3.45 pm
Business Speed Dating
4.15 pm
Experts' input and discussion
  • The rise of AI: from B2B2C to B2AI, the Monopolisation of Brands, Operational Transparency
  • Valuable times: Brand Authenticity, Value-Oriented Customer Groups and the Value of ‘Mystery’
  • Digital Regionality and Knowledge about Customers
7 pm

Day 2


Thursday, Nov 12

9 am
Summary Day 1
9.30 am
Presentation of the Study ‘The Future of Brands’

Julia Lampert

10.30 am
Coffee Break
10.45 am
Futures Workshop Part 1

Development of Perspectives and Solutions for the Future of Brands

12 am
1 pm
Futures Workshop Part 2

Summary and Presentation of Results

3.30 pm
End of the event


Julia Lampert

Senior Researcher bei 2b AHEAD

At our  ThinkTank session in November, Julia Lampert, researcher at 2b AHEAD, will present the first results of her research. Additionally, leading decision makers and experts in the field of brands will share their knowledge with us.

2b AHEAD ThinkTank GmbH

Spinnereistraße 7 I Halle 20 E
D-04179 Leipzig
Tel: +49 341 124 79 610

Follow us