The Gesellschaft für Markenforschung (GEM) will hold ist 24th G·E·M Markendialog in Berlin on February 27, 2020. In an age where many brands seem to mature, academic and industry experts discuss how brands can be transformed and re-enacted in order to succeed in the digitalized consumer arena.  Professor Reinartz will present the latest IFH white paper on the evolution of the platform business model as a challenge to many brands.