Learning from one another, inspiring each other, exchanging best practices


The club for premium companies with strong brands. Behind such companies are leaders who think and act in the world of their brands, with their management behaviour, their decisions and activities.

An exclusive circle of top executives

Membership of the WHITE ROOM is reserved for the top level of management in brand-oriented companies.

We take care to select members meticulously and to create an atmosphere that is characterised by personal esteem and cooperation.

The right combination

The combination of leaders from across all sectors produces a fascinating diversity of perspectives.

The WHITE ROOM club is a space of trust where entrepreneurs and CEOs can enjoy open exchange on topics that are relevant to enterprises.

Stimulus, insight and mutual learning

The aim is to allow new thinking in the minds of members – a new thought, stimulus, a slightly different view of things, realisation.

Allowing companies to learn from one another is at the focus of interest. Brief, content-related stimulus opens up collective dialogue.

The club

The WHITE ROOM is a club for leaders from outstanding companies who think and act in the world of their brands. In the WHITE ROOM they talk about their attitudes and values, their decisions and activities. Experience and standpoints are exchanged and discussed. The dialogue aims to allow new thinking – a realisation, a different perspective, stimulus and insight. The focus of the dialogue is the challenges faced by brand-driven companies, i.e. those companies that live through their brand.

The members

Participation in the WHITE ROOM is reserved for the top level of management from premium companies. This includes entrepreneurs, board members, executives from medium-sized and large businesses, and also university professors and selected academics. We take care to select members meticulously and to create an atmosphere that is characterised by private cooperation and personal esteem.

How to become a memeber
Please send us your application. The WHITE ROOM steering committee will contact you soon.

The next WHITE ROOM business evening: 14.10.2021


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CEO Dialogue

The BRAND LOGIC CEO DIALOGUE is an informal business brunch where opinions and experience are exchanged. A small, exclusive group of entrepreneurs and CEOs discuss a specific topic each time.

Participation upon personal invitation

In 2017 140 CEOs from Germany, Austria, Italy and Switzerland participated in these events and benefited from the wealth of experience on offer here.

The combination of sectors guarantees dynamic discussions and delivers top management with stimulus and ideas for strategic concerns.

One topic in focus

Every CEO Dialogue is guided by a motto from a subject of interest.


The following topics have been covered so far:

‘Managing companies via brands’, ‘Managing transformation and change effectively’, ‘Steering the interaction between brand, business models and strategy’, and also ‘The path to becoming an agile brand organisation’.

The next dates


The DESTINATION EXCELLENCE CIRCLE is an opportunity for dialogue specifically for managers of important key players from tourist destinations. Managing a destination within a network of many different participants, decision-makers and top performers is without doubt a particular challenge.

Defined group of members

This is a meeting place for managers of key players from top Alpine destinations.

Member admissions are based on decisions taken by the steering committee.

Topics relevant to the future of destination leadership

Each meeting illuminates a topic that is relevant to the future of Alpine destination leadership. The INSTITUTE OF BRAND LOGIC designs core content, selects external speakers, and steers the dialogue to ensure that members learn from the ensuing discussion.

Two meetings per year

Please send us your application. We will be in contact with you soon.

Get invitation

5 brand questions for CEOs

There is no single correct way of managing a brand, nor just one role this should play in everyday business. In order to illustrate this, we invite CEOs from brand companies to explain their view of things. Here is a spectrum of opinions on 5 brand questions for CEOs.

Heimo Scheuch Chairman of the Management Board Wienerberger AG
Our brand reflects its market position. It is the expression of our product, company and management quality.
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DI Wolfgang Anzengruber Chairman of the Management Board Verbund AG
Positioning of the brand and corporate strategy must blend into one.
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Daniel Rogger CEO Faber-Castell AG
Together with our customers, the brand is our greatest asset. It is the focus of everything we do.
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Joachim Oberrauch Member of the Board of Directors Finstral AG
The desired brand, and therefore the reputation of the business, must be preferably perceptible at all touchpoints.
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Durach Michael Managing director Develey
Teaser: Besides our employees, the brand is our company’s most important asset.
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Dengler Johannes Managing director Alois Dallmayr Kaffee oHG
The brand also creates identification internally, for the people who work here.
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Dr. Alfred Hudler CEO Ottakringer Getränke AG
I think one of the misapprehensions is that “a bit of brand management” is enough.
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Mag. Martin Engelmann Vorsitzender der Geschäftsführung dm drogerie markt GmbH
The hidden champions show that they can hold their own against the big guys by practising consistent brand management.
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Dr. Hasso Kaempfe Chairman of the Board of Directors Hero AG
Good brand management enables them to prevent opportunist individual decisions and compel target-oriented, long-term thinking.
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Florian Haller CEO and co-owner Serviceplan Group for Innovative Communication
An increasingly erratic behaviour causes brands to lose their function as a beacon or orientation.
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