“There are a lot of logos in this industry. Very few brands.”
When Barbara Muckermann, CEO of Kempinski Hotels, drops a line like that at the Hotel Adlon Kempinski Berlin, you sit up straight.
What's the difference between a real luxury brand and just a fancy logo, you may ask? In the latest SMACK episode, Fritz gets the unfiltered answer from Barbara. They're talking heritage, gravitas, and turning the 'good life' into a serious business model.
On the table:
- Logos vs. Brands
Why most “luxury” brands are just logos with attributes, and how a 170+ year-old brand gives Kempinski an unfair advantage.
- The Good Life
Kempinski as the curator of joy: open-to-the-city lobbies, locals in the bar, and giving guests “permission to enjoy.”
- Asset-Heavy, On Purpose
Why Kempinski is moving towards more asset control in a world obsessed with asset-light models.
Tune in now on all platforms and hear how one of hospitality’s sharpest brand minds is steering a luxury icon into its next chapter.
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