Markengeflüster November 2025

A fireside chat with Thomas Koller, ABB

In a fireside chat, Jean-Marc König (Managing Director of VIM Group) interviewed our guest Thomas Koller, currently Head of Communications, Marketing and Brand Management at ABB | Machine Automation Division (B&R).

He shared with the attentively listening audience the extensive experience and insights he has gathered over the course of his career. That career began at BMW in Munich, includes a long spell at Siemens and Siemens Healthineers in Nuremberg, and led him to his current position at ABB in Switzerland and Austria. He gave a vivid account, for example, of the rebranding of Siemens Healthineers in the run-up to the long-established company’s IPO. In doing so, he underlined the need for people and culture to take centre stage if the brand is to become a genuine differentiator and to contribute sustainably to business success. It is also important that the brand is thought through holistically, so that it can take effect at every level. In that context, one thing to watch is that the employer brand matches the corporate brand. Too often in the past, separate brand worlds were created; these now need to be brought together, so that people – whether employees or external consumers of the brand – encounter one consistent message and the company has a strong position for future challenges. Last but not least, the essential basis for every successful brand transformation is the full support of the highest management level. Only when they are on board does a transformation have enough force to be permanently anchored at all levels.

“A brand has to get under your skin.” - Thomas Koller, ABB | Machine Automation Division (B&R)

Key insights of the evening

A wide range of aspects around brand management and brand transformation were discussed. The most important insights can be summarised as follows:

1. A brand is far more than design or communication; it comes about through the people who live it.

2. Successful brand transformation requires the full support of the C-level.

3. In technically driven organisations, building enthusiasm and ownership for the brand is a challenge. Employees have to become brand ambassadors.

4. External partners such as VIM Group are crucial to anchoring transformation successfully and making it effective internally.

5. Brand transformation is a marathon: it only succeeds if the work on culture is continued for the long term.

Discussion & conclusion

Although the event billed as a fireside chat could not actually offer a fireplace, the atmosphere amid heavy leather armchairs and full bookshelves was highly evocative and provided a relaxed setting for the discussion that followed Thomas Koller’s remarks. Participants included representatives of Celonis, MAN Truck & Bus, EnBW, Sartorius, Siemens, MMM, WTS, Webasto, Endress + Hauser, Dr. Schnell, Conrad Electronic, Everllence, KUKA and Grenzebach, among others. That mix made it possible to bring different viewpoints and experiences into the discussion about the brand and the role of people and culture in its transformation.

The shared dinner also gave rise to many interesting conversations and opportunities for deeper personal exchange. Once again, the evening showed that in principle everyone is dealing with similar issues. That makes personal exchange with other brand leaders all the more valuable, and it allows for mutual inspiration and orientation on the journey through the branding world.

We thank all participants for the open and inspiring exchange and are already looking forward to the next Markengeflüster! It will take place on 10 March 2026 in Munich and will turn the spotlight on brand and communication in a B2B context. If you are interested, please feel free to get in touch!