World-CAFÉ

World-Café LogistiCS:

Let's be clear: Focus on image, brand and communication

What remains of intensive discussions about marketing, image and communication? On the main stage, we present the combined results of the World Café. Compact, concise and practical – you will receive the most important insights and ideas on how the logistics industry can strengthen its image in the long term.

Tuesday, 18 November 2025

13:00 – 14:45

Konferenzraum London/Brügge - Eingang Nord, Messe Dortmund

PROGRAMME OVERVIEW

The poor image of logistics properties is a concern for project developers, estate agents, general contractors, local politicians and all other project participants. ‘Logistics – no, thank you!’ is still the credo in many cases. Time to work together to change this!

At the BUILDINX World Café, you have the unique opportunity to contribute your experiences and ideas and work together with like-minded people to improve the image. Get actively involved!

Organised by LOGIX, the image initiative ‘Die Wirtschaftsmacher’ (The Economy Makers) and ‘Tag der Logistik’ (Logistics Day), you can discuss the topics of image, brand and communication at three themed tables.

The themed tables will be moderated by experts who will guide and involve you accordingly.

Register here to participate for free!

World Café I Theme Table 1: Image

It couldn't get any worse: How the image of logistics properties can be improved.

What is it about?

Project developers and users of logistics real estate struggle with a poor image, while politicians and administrators in local authorities prefer to steer clear of such projects. This is because the relevant stakeholders fear resistance from citizens to (logistics) construction projects. Added to this are well-organised citizens' initiatives that communicate professionally and have a high profile in the media.

In the World Café ‘Image’, we will discuss the following key questions:

• What can the relevant players do in advance to avoid headwinds?
• How can local decision-makers be enthusiastic about construction projects?
• How can an appreciative dialogue be established with citizens' initiatives on an equal footing?

Host: Jens Tosse, teamtosse GmbH

World Café I Theme Table 2: Brand

Three cheers for the brand: What logistics property developers can learn from Apple and Google.

What's it all about?

When people hear the word ‘brand’, they usually think of Apple, Coca Cola or Telekom. Logistics companies always appear at the bottom of the list of most valuable brands. Yet branding is an issue that helps companies of all sizes to increase their visibility in the market and maximise the reach of their messages. It is therefore important to develop a fundamental understanding of branding and establish strategic brand management.

In the World Café ‘Brand’, we will discuss the following key questions:

• How can strategic brand thinking be established in the world of property developers?
• How can brands be effectively staged and brand promises made credible?
• What do recipients expect from a brand?

Host: Tino Mickstein, mainblick – Agency for Strategy and Communication GmbH

World Café I Theme Table 3: Communication

You cannot not communicate: Increasing visibility with limited marketing budgets.

What is it about?

In an age of declining attention spans and enormous floods of content, it is important to make corporate communication creative and unique in order for it to be effective. After all, if you want to be heard, you have to be loud, and if you want to be seen, you have to shine brightly. And, of course, you have to communicate in a credible, authentic and sustainable way. Despite growing demands and increasing complexity, marketing budgets are shrinking. Above all, there is the question of the predictability of campaign and measure success. In the

World Café ‘Communication’, we will discuss the following key questions:

• How can communication around logistics real estate projects be made effective?
• Which topics can be ‘played’ in which format and via which channel?
• How can communication generate reach in times of tight budgets?

Host: Uwe Berndt. mainblick – Agency for Strategy and Communication GmbH