Around 6,000 experts from science, business, politics and culture met at the Economic Forum in Karpacz to exchange visions of the Europe of the future. Marketing expert sees opportunities for Upper Lusatia thanks to digitalization.
Around 6,000 European, Asian and American experts from science, business, politics and culture met at the alternative "Davos", the 34th Economic Forum in Karpacz, in the first week of September 2025 to discuss solutions under the theme "Time of change - what will the Europe of the future look like?".
More than 400 lectures, discussion panels, workshops, round tables and plenary sessions dealt with solutions in the fields of economy, science and education, healthcare, security, food safety, international politics, the opportunities of Lower Silesia, investment, sustainable development and resilience, AI and technology as well as regional and sectoral structural policy.
Professor Clemens Renker from the Faculty of Business Administration and Engineering Management was invited as keynote speaker on the topic "Brand as Value: How to Build Strong and Authentic Brands in the Digital Era?".
Moderated by Daria Widerowska, Creative Owner, the other members of the panel also spoke: Andrzej Stec, Editor-in-Chief, Bankier.pl, Michał Fertała, Board Member, Lidl Polska, Krzysztof Przybył, President of the Board, Fundacja Polskiego Godła Promocyjnego Teraz Polska, Anna Kamińska, Board Member, Grupa PSB Handel, Radosław Groblewski, President of the Board, WARS.
Instead of complaining about the darkness of an emerging multipolar world, we should light a candle and increase our own performance.
”Professor Renker emphasized that Europe has sufficient universities, competent people and resources for this. He used the new "European Business" course at the Zittau/Görlitz University of Applied Sciences to promote the expertise in Upper Lusatia. With the digital possibilities, young people in Upper Lusatia can also set up companies with value-added services up to and including "hidden champions". The new currency is "attention". Digitalization is the driver for building an authentic brand with value, even as a one-person company for the global market - even from a village.
A summary of the lecture "Brand as a Value: How to Build Strong and Authentic Brands in the Digital Era?" by Professor Clemens Renker, who has himself designed several, sometimes market-leading brands in the respective industry in his professional career, can be found in German and English on the faculty website.
