'Made in Germany' Needs a New Story, Kantar's Germany Chief Argues
Kantar Germany CEO Ben Ballensiefen argues that 'Made in Germany' brands are hugely valuable but win on reliability rather than emotion, and warns that trust without excitement is no longer enough to drive brand growth.
The Argument
Writing as the 2026 Kantar BrandZ ranking of Germany's 50 most valuable brands lands, Ballensiefen, CEO of Kantar Germany and Central & Eastern Europe, poses a pointed question: 'When did you last buy a German product because it truly excited you, not just because you trust the brand?'
His contention is that German brands are globally renowned for quality and dependability, yet consumers buy them out of trust rather than genuine enthusiasm, a functional relationship that, he argues, caps long-term growth.
Why Trust Alone Isn't Enough
This is a sharp diagnosis of a real strategic risk. Trust is a powerful asset, but it is also a low-growth one: it keeps customers loyal without necessarily winning new hearts or commanding a premium beyond the rational.
Modern brand success, Ballensiefen argues, needs emotional connection and cultural relevance on top of functional trust. Brands that stop at 'reliable' leave the emotional territory, and the pricing power that comes with it, to rivals.
The Emotional-Premium Gap
The insight applies well beyond Germany. Any brand that competes purely on quality and dependability is vulnerable to a challenger that offers the same reliability plus meaning, identity or excitement.
Ballensiefen's prescription is 'cultural vitality': German brands evolving beyond their engineering-first reputation to stand for something people feel, not just something they can count on.
What Marketers Should Take Away
Audit your brand's emotional balance sheet. If customers can articulate why they trust you but not why they love you, you are exposed, however strong your quality reputation.
Invest in the cultural and emotional dimension deliberately: the stories, identity and relevance that turn a dependable choice into a desired one. Reliability keeps you in the game; emotion is what lets you charge more and grow.
Quick FAQ
What is Ben Ballensiefen's argument about 'Made in Germany'?
That German brands are highly valuable and trusted for quality but lack emotional appeal, and that trust without excitement is no longer enough to drive brand growth.
Why isn't trust enough for brands?
Trust keeps customers loyal but is a low-growth asset; emotional connection and cultural relevance are what win new customers and command a premium beyond the rational.
What does he recommend?
Greater 'cultural vitality', German brands evolving beyond their engineering-first, reliability-led reputation to stand for something people feel, not just trust.
Trust is a powerful asset, but it is a low-growth one, it keeps customers without winning hearts. If people can tell you why they trust your brand but not why they love it, you're exposed. Reliability keeps you in the game; emotion is what lets you grow and charge a premium for it. — Daniel Nikolla, Founder of Merx Marketing
Reliability alone is a low-growth position: brands that add emotional connection to functional trust are the ones that win new customers and command a premium.
Can your customers say why they love your brand, or only why they trust it? Tell us where your brand sits.
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Campaign Germany and Kantar BrandZ.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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