Henriette Viebig — EVP Brand & Communications, Körber
Published:
Caution is important. Independence is expensive. A standalone brand must earn its own awareness, trust, talent pull, category authority and demand engine. If it is only a new logo on an unchanged, under-resourced go-to-market model, it is not independence — it is fragmentation.
What does Henriette Viebig say on The Agile Brand podcast?
Henriette Viebig, EVP Brand & Communications, 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: Henriette Viebig. (2026). On The Agile Brand podcast. Retrieved from https://research.agilebrandguide.com/insights/henriette-viebig-caution-is-important-independence-is-expensive-a-standalon