Christian Oswald

Today’s consumers decide which brands they engage with—and which they opt out. In this new reality, distinctive design and branding are no longer just visual assets but the gateway to consumer-powered engagement.

We know attention is currency, but too many brands are optimized for consistency, not distinctiveness. They're “on brand,” yet invisible.

This session unpacks how the rules of engagement have changed—and what leading brands are doing to compete in this reality. From smarter packaging to digital triggers, we’ll show how brands can create memory codes, create tools to scale them across platforms, and activate them in ways that drive both recognition and relevance. Because in a world where consumers decide what to engage with instantly, being forgettable is the costliest mistake of all.