For years, building a brand mostly meant being seen: more content, more channels, more reach. Now that AI can produce content at almost no cost, being seen is no longer the hard part. What has become scarce is the moment people choose to show up: in the same room, at the same time, for the same reason.
That is the starting point of That is the starting point of New Optimism, our next Impuls-Aperitivo. Brand strength is not created in campaigns. It grows where people come together, and in a world of fragmented attention, real encounters are what turn audiences into communities, fans and multipliers.
What a museum knows about community
A museum knows this from the inside. Tanja Pichler, President of the Museion Foundation, and Bart van der Heide, Director of Museion, open the evening with how Museion creates, strengthens and cultivates cultural communities, from international exhibitions to the Museiopolis initiative and the Museion Art Club.
From culture to companies, destinations and institutions
Then the lens moves to South Tyrol. How do companies, destinations and public institutions build brand strength and identification, and how can you tell it is working?
The answers come from cases rather than theory. Different sectors, different starting points, one pattern: strategy, concept and activation that grew into formats able to scale. Three different starting points, one pattern: strategy, concept and activation that grew into formats able to scale.
Viktor Matic, managing partner at zukunvt, and Johanna Pichler, Head of Operations, walk through them. What connects the cases is simple: reach was not bought, belonging was built. Brands people experience, find again and talk about, with an impact that can be measured.
After the talk
The Impuls-Talk is followed by a Q&A, then a guided tour of the exhibition, an aperitivo and a DJ set,.
New optimism, in the end, is a practical idea. If content can be generated, belonging cannot, and that is where brands still have room to grow. We look forward to talking about it in person.
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New Optimism: IRL communities as brand building
Impuls-Aperitivo, zukunvt meets Museion
24.11.2026, 17.30
Museion, Bozen-Bolzano
Impuls-Talk, Q&A, aperitivo and DJ set
Seats are limited. Register here