Patrick Graf - Flughafen Zürich The Trinity Forum 2015

1. Patrick Graf
Sr. Vice President Commercial
Zurich Airport
Technology, social media and the new consumer
BRANDS & DIALOGUE
«The future of consumer & brand
connection»

2. PORSCHE 918 SPYDER – LIMITED EDITION (918 UNITS)
Mid – engined plug-in hyprid super sports car – 887 horespower. Top speed
340k/mh (210 mph), 0-100 2,6 sek, 874’000 USD starting price

3. What brands can learn from their customers

4. What brands can learn from their customers

5. Why do people buy brand names?
• Brands provide confidence in experience
• Brands create difference
• Brands provide safety
• Brands add value
• Brands express who we are and our way of lifestyle
• Brands give consumers a reason to share

6. Why do people buy brand names?
«It’s about emotional
connections that people can
make with a brand and how it
makes you feel»

7. What creates «emotional connections»
The Brand’s Storry
Your story isn’t just what you tell people it’s also what they believe about you
based on the signals your brand sends. The story is a complete picture made
up of facts, feelings and interpretations, which means that part of your story
isn’t even told by you
Your story is the foundation of your brand and a strategy for future growth.

8. Development
• Accelerating changes in buying patterns and consumer behaviour following
advances in communications technology
• Greater emphasis on concepts like «Brand Experience»
• Increasing demand on «Client & Consumer Connection»
• Responding to such needs requires new concepts and formats

9. Are Airports becoming «Brand Showcases» ?

10. TRADITIONAL CAR SELLING CONCEPT
Direct- or Wholesale. Hard Selling. Facts – no Emotions
Emotional connection with the Brand started before entering the Store

11. INTERSECT BY LEXUS – CONCEPT HOUSE TOKYO
Design. Fashion. Art. Music. Technology. A hub in the city curated by
LEXUS for interactions between new ideas, lifestyles, culture and people.

12. The Circle
THE CIRCLE @ ZURICH AIRPORT
Brands. Health. Education. Culture. Entertainment. Hotels. Conventions. A future
and lifestyle oriented service hub at the Airport curated by ZRH.
A place where companies & brands connect with their clients & consumers

13. INTERSECT BY LEXUS – CONCEPT HOUSE TOKYO
Design. Fashion. Art. Music. Technology. A hub in the city curated by
LEXUS for interactions between new ideas, lifestyles, culture and people.

14. The Circle
BALLY SHOE MUSEUM SCHOENENWERD SWITZERLAND
First shoe on the moon 1969

15. The CircleBRANDS & DIALOGUE @ The CIRCLE
The most future oriented platform for companies & brands to interact with
clients & consumers and to build brand connection

16. CARA DELVINGNE – TAGHeuer BRAND AMBASSADOR
British Super Model, Actress & IT Girl – 19.2 million followers on social media