Trust at every altitude - Opening Keynote of CMO Summit 2025

The rules of brand engagement are changing faster than brands can rewrite their playbooks. Consumers are sharper, louder, and harder to please. They are brand fluent, creatively empowered, and perpetually distracted. They treat brands like intimate friends, expecting honesty, calling out missteps, and rewarding those who show up authentically. They can be a brand’s greatest growth engine or its biggest reputational threat. In this age of authenticity, corporate brands may seem like relics, but at Lufthansa Group, we see the corporate brand taking on an important, decisive role in rebuilding trust at every altitude.