13/05/2026
When does an anniversary become more than just a look back?
In this episode of Bla Bla Lab, Jonathan Schwarz talks to Joachim Maier, Head of Marketing at Uster Technologies, about brand leadership at the intersection of history, transformation and future.
At the centre is a special moment: the company’s 150th anniversary. But instead of celebrating the past, Uster uses it as a strategic opportunity to move forward.
Together, they explore how the corporate purpose emerged – not as a campaign, but as a guiding principle. How purpose takes shape when a company asks what it truly wants to stand for today. And how to turn that stance into something people can experience – across cultures, markets and generations.
🎧 Out now – wherever you listen to your podcast.