Florian Schumann — VP Strategic Marketing & Sales, Körber
Published:
the places where a brand must prove its value have multiplied.
What does Florian Schumann say on The Agile Brand podcast?
Florian Schumann, VP Strategic Marketing & Sales, Körber, says: Henriette Viebig and Florian Schumann explain how Körber rethought brand architecture—consolidating 40+ legacy names into one master brand in 2020, then launching Infios as a distinct market-facing identity in 2025. They argue that brand architecture is a business decision made at the point of customer choice, recommend practical tests for legacy names, treat migration as an organizational and commercial change, and offer rules for what to centralize versus decentralize.
From: The Agile Brand podcast
Cite as: Florian Schumann. (2026). On The Agile Brand podcast. Retrieved from https://research.agilebrandguide.com/insights/florian-schumann-the-places-where-a-brand-must-prove-its-value-have-multiplie