In our most recent edition of our guest lecturer series “Praxisdialog” Tina Schrettner, Head of Marketing at Ankerbrot, impressively demonstrated how brand purpose can improve a brand's performance. Even for a brand with such a long tradition, it is no longer enough to simply have selling proposition; it is important to live a value concept that is both authentic and credible. Thank you very much for the exciting talk, the patient answers to the many questions from our students and, of course, for the delicious “Ankerln” that we and our students were treated to!