Observed Signal · Aug 17, 2026 · Interview · Source: Horizont · Impact: 1/5 · Sentiment: Neutral
Holger Pütting: Strong Brand Experiences Need Decision-Making
In a beach-chair interview on Fehmarn, brand-experience expert Holger Pütting, founder and CEO of Nest One, tells Mirko Kaminski (Achtung chief and HORIZONT video reporter) that many companies have ideas for powerful brand experiences but lack the decision-making courage to realize them. Pütting argues digital and physical experiences must work together—branding spaces should act as a "walkable internet"—and that immersive exhibitions require clear mandates, assigned responsibilities, and an internal champion who makes and defends decisions.
A feature interview about experiential brand strategy relevant to agencies and brand teams; informative for practitioners but not a major platform policy, product launch, or industry-shifting event.
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Key Takeaways & Evidence Grounding
- Holger Pütting is the founder and CEO (managing director) of Nest One.
- Mirko Kaminski is described as the chief of Achtung and a HORIZONT video reporter.
- Pütting states many companies have ideas for strong brand experiences but lack decisiveness to execute them.
- Pütting argues digital and analog experiences must work together and that brand spaces should be experienced as a "walkable internet," requiring clear internal mandates, responsibilities, and a champion.
Connected Companies & Entities
1 Entity mapped“In conversation with Achtung chief and HORIZONT video reporter Kaminski on his home island....”
Ontology Mapping & Concepts
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