About the speaker
Olaf Hartmann is a brand consultant, author, and host of the podcast MARKENKRAFT. As head of the Multisense Institute, he has spent more than 20 years exploring which brand experiences truly resonate and how brand experience can be measured, managed, and intentionally designed.
He is co-author of the expert books “Touch! The Haptic Effect in Multisensory Marketing” and “Brand Power through Brand Experience.” Through the MARKENKRAFT initiative – together with Uwe Munzinger – he translates insights from international brand research into practical applications for businesses, delivered through podcasts, books, keynote speeches, and masterclasses.
Olaf Hartmann at OMR
(OMR Festival 2026 Rerun) Advertising is becoming more expensive and, at the same time, more interchangeable. Brand experience studies show that only 20 to 25 percent of brand impact is generated by advertising. The strongest impressions are created by other touchpoints. An analysis of 400 brands proves that the top ten touchpoints alone account for 50 percent of the impact—with "lighthouse experiences" being particularly effective. Multi-sensory touchpoints that people experience physically can shape brand perception so strongly that they significantly increase the effectiveness of other contact points, especially digital ones. In this masterclass, RX Deutschland, together with Steven Baumgärtner and Olaf Hartmann, shows you how to identify your ten most important touchpoints and strategically develop them into levers for brand power. Look forward to exclusive insights from Grand Effie winner FC St. Pauli and from MINI.
OMR FESTIVAL 2027
Three days filled with inspiring keynotes, engaging discussions, and exclusive networking opportunities – that’s OMR27 in Hamburg.