College

Best Brands College 2026

To underline the informative aspect of Best Brands, prior to the evening’s award ceremony there will also be a congress during the day: at the Best Brands College from 08.30 am on 25 February 2026, high-profile speakers will come together to discuss the overarching topic: Under the theme ‘#ExperienceUnlimited: How brand experience gives brands stability and strength’.

From global upheaval to technological disruption and a changing understanding of consumption and values – brands need to respond to this unprecedented pace of change with unwavering innovative strength and resilience. What sets successful brands apart these days is their ability to create unmistakeable experiences that resonate with people and maintain a strong sense of relevance. With #ExperienceUnlimited as its central theme, the 2026 Best Brands College will provide inspiration and expertise on this topic.

Host: Daniel Boschmann

Highlights of the Best Brands College 2026

Dr. Julia Shaw

bestselling author & criminal psychologist

Further Highlights of the Best Brands College 2026

Speaker: Dr. Julia Shaw, bestselling author & criminal psychologist

A little caution is advisable when you meet Dr Julia Shaw: in a groundbreaking study, the bestselling author and criminal psychologist was able to implant memories in people of things that they have never actually experienced. Based on the latest findings from neurosciences and psychology, the ‘memory hacker’ will show in her talk that memories are not set in stone. On the contrary: remembering is a creative process in which our brain repeatedly forms a new image from individual fragments – our identity. How can brands use this knowledge to communicate their message better and make their products unforgettable? In her fascinating talk, Julia Shaw will encourage the audience to examine the connection between identity and successful storytelling – and show just how valuable memories can be for brands.

More Information about Dr. Julia Shaw here.

Speaker: Stephan Betz, Brand & Media Experte - Strategic Analytics & Insights at NielsenIQ
Sandra Haberstroh, Team Lead Mobility D-A-CH at NielsenIQ

The demands being placed on brand management are huge and classic differentiation by product or price is no longer enough. In a time in which brands are battling it out for attention and loyalty, experiences are the key to success. Yet brand experiences are so much more than individual touchpoints: they are the sum of all interactions that result in a consistent, relevant and emotional overall picture. And they shouldn’t just surprise – they also need to be recognisable, align with the brand’s identity and deliver real, tangible value. But what makes brand experiences powerful? And how can they be strategically designed and successfully used in your own brand management.

Further information about the speakers of this Masterclass can be found here.

Speaker: Ramona Jaeckle, Brand Manager at the Handelsblatt Media Group

In order to make business journalism truly tangible as a brand, it is crucial to establish a clear positioning, deliver a consistent brand experience and authentically embody your own values. Ramona Jaeckle, Brand Manager at the Handelsblatt Media Group, will provide fascinating insights into the branding of German newspaper Handelsblatt and WirtschaftsWoche magazine, showing how strong media brands can build trust and provide orientation in times of change. In practical terms, she will demonstrate how targeted branding forges a deeper connection between brand and audience and therefore lays the foundation for long-term relevance.

More Information about Ramona Jaeckle here.

Speaker: Michael Stücke, shepherd and owner of the Schäferei Stücke sheep farm, Nadia Leytes, Client Strategy Director at Serviceplan Cologne & Andy Wyeth, Creative Lead at Serviceplan Cologne

When New York celebrates a shepherd from the north-west of Germany: with an innovative idea, queer wool label Rainbow Wool managed to get Tokio Hotel singer Bill Kaulitz on board as a testimonial and attract the attention of the international press. This was followed by a cooperation with dating app Grindr and a spectacular fashion collection by designer Michael Schmidt – who has created outfits for Lady Gaga and Rihanna – on a catwalk in New York. This success story shows how a unique brand experience can catapult a brand with local roots to global relevance. Prepare to be inspired!

Further information about the speakers of this Masterclass can be found here.

Speaker: Filiz de Campos Oliveira, radio presenter at bigFM & York Strempel, Lead Audio Experience at RMS

Audio reaches people in ways that other media cannot. It creates resonance – between brands and people, between voices and emotions. In a digitalised world full of distractions, audio is the medium that turns attention into genuine relationships and relevance. Listening builds a sense of closeness and trust and brands that are a part of this connection will stay in people’s minds and hearts. York Strempel, Lead Audio Experience at RMS, and Filiz de Campos Oliveira, radio presenter and digital creator, will talk about the emotional power of listening and explain why the proximity to real people makes the medium of audio so unique and effective for brand communication.

Further information about the speakers of this Masterclass can be found here.

Speaker: Mike Bödger, Director Strategic Business Development at WallDecaux

Out-of-home campaigns provide more than just reach: if they are properly orchestrated, they can become an experience space in the middle of the city. Programmatic targeting, creative technologies and special formats are turning (digital) advertising media into dynamic brand experiences. Out-of-home advertising is visible, relevant and scalable – and surprises, activates and connects people. Based on real-life examples, OOH expert Mike Bödger will show how it’s done.

Further information about Mike Bödger this Masterclass can be found here.

Speaker: Nikolaus Glasmacher, Chief Business Officer at BILD

Further information about Nikolaus Glasmacher can be found here.

Speaker: Tom Schwarz, Managing Director at Seven.One AdFactory

In a world overflowing with information, brands need to do more than get noticed – they need to leave a lasting impression. As an expert in brand presentation, Tom Schwarz, Managing Director of ProSiebenSat.1 creative unit Seven.One AdFactory, knows how crucial immersive brand experiences are when it comes to evoking genuine emotion and permanently anchoring a brand in people’s memories. In his talk, he will present details of some of the most spectacular campaigns from recent months and explain how to make brands memorable. Find out how brands can be integrated into TV shows in an attention-grabbing way, how big live events can emotionally charge brands and what kind of a role new technologies like artificial intelligence will play in how brands are showcased in the future.

Further information about Tom Schwarz can be found here.

Review of the Best Brands College 2025

More Pictures here

Highlights from the Best Brands College 2025