Michael Rossa, Ph.D.

Vice President Market Communications
Corporate Communications and Government Affairs
Siemens AG

Michael Rossa

How do you see the marketing of brands changing in the next five to 10 years?

"Next to our employees, the brand is our company’s most important immaterial asset, and protecting its value is of great importance to everyone at Siemens."

We have always held a firm belief that our brand lives in the hearts and minds of our stakeholders: our customers, partners, employees, and shareholders. Understanding what Siemens means to them continues to be of utmost importance for us as brand managers. The changing media landscape, particularly the rise of social and mobile media, offers great opportunities for a truly dialogue-oriented brand.

What points can you share from your experiences that contribute in building a successful brand?

A successful brand is characterized by clarity and transparency. Our brand projects a relevant promise, answering the world’s toughest questions. It is through this promise that the brand unlocks business potential. Understanding what our stakeholders’ challenges are and helping them to understand how Siemens can support them—this contributes to making Siemens successful, both as a brand and as a company.

"Our brand projects a relevant promise, answering the world’s toughest questions."

How does your brand influence the decisions made at your organization?

Next to our employees, the brand is our company’s most important immaterial asset, and protecting its value is of great importance to everyone at Siemens. We adhere to strict principles concerning the architecture of our brand (how our name and logo are used in diverse business contexts), and we take our corporate design very seriously. More than 37,000 employees and partners have registered with our brand management platform, Brandville—a unique success story.

Biography

Michael Rossa, Ph.D. heads Market Communications in the Corporate Communications Center of Siemens in Munich, Germany. With his team, he is responsible for Siemens’ corporate brand, advertising, media, sponsoring, and events.

Michael studied product design at the University of Kassel, Germany, and graduated with a "Diplom" degree (the equivalent of a master’s degree). He obtained a Ph.D. with his work on interaction design at the Royal College of Art, London. Before he joined Siemens in 1997, he worked with a design agency in Munich.

His professional experience at Siemens includes two years of corporate design management and three years of responsibility for the appearance of the brand on the web. He was head of Web Strategy for three years and oversaw Corporate Media for another three years before assuming his current responsibilities in 2008.