5 P.m. - 6.30 p.m.
Session: Workshop II

Immersive Brand Building

The digitalized world has fundamentally changed the relationship between brands and people. Customers and fans no longer perceive themselves as consumers only: They want to have their say, to participate, to co-create. In other words, they want to immerse themselves in brand worlds and become part of them.

What role do stories play when it comes to changing mindsets and behavior? How do we have to tell and stage a brand story to make customers its heroes? What are the pillars of immersive brand worlds? The workshop does not only provide the necessary know-how, but also application-oriented how-to for marketing practice.


Thomas Zorbach
Founder & CEO, vm-people GmbH

Thomas Zorbach first learned what immersion is when, at the age of eleven, he read “The Neverending Story” by Michael Ende and travelled to Phantásia together with the hero, Bastian Balthasar Bux.

Today, as a digital storyteller, he plans and develops immersive brand experiences for businesses from a wide range of industries. For many years, he has been closely collaborating with German best-selling author Sebastian Fitzek, who is known for drawing his readers into the world of his psychological thrillers even before they are published.

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