Henriette Viebig — EVP Brand & Communications, Körber
Published:
Our position in 2026 is: a joint brand remains the right decision when it leverages commercially relevant meaning at the point of choice. It reduces complexity and should make stakeholders – customers, colleagues, and talent alike – more confident in the decision-making process. One name and one story are valuable when they give specialist expertise greater reach and coherence, while still allowing each market-facing offer to speak in its own precise language.
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-our-position-in-2026-is-a-joint-brand-remains-the-right-dec