In this episode of the DMEXCO Podcast, Verena Gründel speaks with Hilal Merter, who leads strategic projects for global brands at BSH Hausgeräte, home to brands like Bosch, Siemens, and Gaggenau.

Hilal shares insights into brand positioning, the power of networking, and navigating cultural differences in business. She reflects on her journey from Turkey to Germany, discusses how brands must define what they stand for – and what they don’t – and highlights why "small talk" is a key driver of business success. Plus, she reveals how BSH enhances the quality of life at home and why intuition still matters in an AI-driven world.

Hilal’s Book tipp: Differentiate or Die: Survival in Our Era of Killer Competition : Trout, Jack: Amazon.de: Books

And don't forget: DMEXCO will take place in Cologne on September 17 and 18, 2025. Stay up to date until then with Verena's newsletter, DMEXCO Digital Digest – the most important news from the world of digital marketing in Germany and internationally, delivered straight to your inbox.

https://go.dmexco.com/digital-digest-current-edition

BSH’s Hilal Merter on how to Build Strong Brands