How do customer service and customer acquisition work? With shrill events, huge programs, as many people as possible? We know from the start: That’s not who we are.

So we try – as we have been known to do – the opposite: a very small, exclusive event. With just one high-profile speaker. With just one socially relevant topic we want to discuss in depth. Not in Berlin, but in a quaint little town called Aschau on Chiemsee. Not in a conference venue, but in a 5-star hotel with 3-star restaurant, which we book in its entirety. We call the event the xxxxx

Dr. Frank Schirrmacher, co-publisher of the Frankfurter Allgemeine Zeitung, is our first guest. He is followed by greats such as Peter Sloterdijk, Beatrice Weder di Mauro, Tomáš Sedlácek, or Evgeny Morozov.

The participants of the 2005 BTFC are thrilled. To this day, it is a meeting for brand experts who want to escape everyday business and develop new, forward-looking approaches. The BTFC becomes a tradition.