episode
15
narrative now by getpress
For some, it’s the funniest corporate account in Germany; for others, it’s the reason they were late for work this morning. How do you communicate for a brand that is both pop culture and critical infrastructure at the same time?
In this episode of narrative now, host Max speaks with Moritz Meier, Head of Public Relations at the BVG. His path there led through community service in a psychiatric ward, the Reeperbahn Festival, and ten years at Viva con Agua and Betterplace. Public transport wasn't part of his background, and that’s exactly why he was hired: to bring a fresh perspective to the communications of Germany’s largest local transport company, with its 16,500 employees. Together, Max and Moritz go behind the scenes of a brand that turned self-deprecation into a strategy ten years ago with "Because we love you"—and is still getting away with it today, while Deutsche Bahn recently saw how the same approach can backfire with its Anke Engelke campaign.
At the heart of the discussion is a tension familiar to many communications professionals: how much freedom can bold communication handle, and how much control does it need? Moritz describes a system of intentionally granted freedom and clear escalation levels: marketing approves almost everything, and corporate communications only gets involved when political topics arise. Behind this lies a conviction: the BVG brand is where it is today because people were brave enough to grant that freedom, and because they haven't taken it back since.
At the same time, the episode shows what taking a stand actually means when a company is owned by the State of Berlin: renaming Nollendorfplatz to "Nollendorfplatz in the Rainbow District," the inclusion bus at Pride, the motto "Haltung ist hot" (Taking a stand is hot)—but also critical inquiries from the House of Representatives intended to slow down this very engagement. Moritz explains why, for him, taking a stand doesn't mean party politics, how the BVG communicates diversity internally, and what brands of all sizes can learn from it. Including the definition that sticks: a brand is a positive prejudice.
This episode is for communications professionals, PR managers, brand leads, C-level executives, and public affairs managers who…
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getpress GmbH
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