On 19 May 2026, Marko Feldbaum (Head of Communications) and Thomas Büchel (Head of the Accident Division) from LVM Versicherung in Münster gave a guest lecture on identity-based brand management at the markstones Institute. They demonstrated in great detail and with clarity how, on the basis of a brand project launched in 2009 – in which Professor Burmann of the markstones Institute was extensively involved – the entire brand management system at LVM Versicherung had been transitioned to the concept of identity-based brand management. They gave a particularly impressive account of how, from the project’s inception through to its implementation across the entire company, the company’s employees were extensively involved in every stage of the process and actively engaged throughout. Furthermore, they highlighted that the broad and deep implementation of identity-based brand management subsequently also influenced the realignment of LVM Versicherung’s corporate strategy.

The talk by Thomas Büchel and Marko Feldbaum, which was as authentic as it was entertaining and interesting, sparked a very lively discussion between the students and the speakers. Even 15 minutes after the official end of the guest lecture, everyone involved was still engrossed in lively discussions. The students were particularly interested in the speakers’ remark that LVM Versicherung hires around 500 new staff members per year and has established itself as an exceptionally attractive and popular employer.

In his concluding summary, Professor Burmann pointed out that, to his knowledge, there are very few companies in Germany that implement the concept of identity-based brand management as consistently, comprehensively and over such a long period as LVM Versicherung. “This is certainly one of the reasons for the long-standing and exceptionally successful development of LVM Versicherung.