Guntram Friede: What is the key to successfully entering the Swiss market?

How do you establish a brand confidently and uniquely in a new market? What strategies are crucial for making a brand tangible for customers and the public? And how does a global player manage to anchor its brand authentically at a local level?

In this episode, Bernadette and Jonathan talk to Guntram Friede about Celonis’ entry into the Swiss market and how brands position themselves in a new market. 

We explore how companies can successfully gain a foothold through strong brand identities, creative storytelling methods and innovative marketing strategies – and how all of this can be implemented in a dynamic market such as Switzerland. 

Guest: Guntram Friede 

Guntram Friede is Vice President of Marketing at Celonis for Europe and EMEA and also advises VCs and start-ups. Celonis is a leading company in the field of process mining and uses artificial intelligence to help companies optimise their processes and d

Cases discussed 

In October and November 2023, Celonis caused a stir in Zurich with its brand awareness campaign ‘Process Mining, kännsch?’. The focus was not only on addressing key accounts and generating leads, but also on creative symbiosis with out-of–home elements.