"I recently had the pleasure of attending Frontify's conference, Paradigms, in Marrakech, Morocco. There, I heard many fascinating talks, including one by Iskra Velichkova, senior director of marketing at PayPal and former head of brand marketing at Kleinanzeigen, and Burkhard Müller, CDO at MUTABOR, Germany's leading independent design agency. Burkhard and Iskra worked together on the rebrand of Kleinanzeigen, Germany's biggest online classifieds platform, moving from 'eBay Kleinanzeigen' to simply 'Kleinanzeigen' in one of the Germany's most acclaimed rebrands of recent years."
"I caught up with them both after their talk to learn more about the rebrand, as well as discuss sustainability in branding (Iskra was named Green CMO 2025 at Germany's W&V Summit in March) and the current challenges PayPal's brand is facing. For more from Paradigms, see my chats with James Greenfield, co-founder of Koto, Spotify's Bianca Berning and The Blackpepper Studio."
Frontify's Paradigms conference took place in Marrakech, Morocco and featured multiple talks on branding and design. Iskra Velichkova, senior director of marketing at PayPal and former head of brand marketing at Kleinanzeigen, and Burkhard Müller, CDO at MUTABOR, collaborated on a major rebrand. The rebrand simplified the platform's name from 'eBay Kleinanzeigen' to 'Kleinanzeigen', repositioning Germany's largest online classifieds platform. The project received acclaim as one of Germany's most notable recent rebrands. The event also addressed sustainability in branding, noting Iskra's recognition as Green CMO 2025, and examined current challenges facing PayPal's brand.
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