{"id":52338,"date":"2021-02-10T13:41:53","date_gmt":"2021-02-10T12:41:53","guid":{"rendered":"https:\/\/premium-speakers.com\/speaker\/wolfgang-frick-en\/"},"modified":"2026-08-12T11:31:40","modified_gmt":"2026-08-12T09:31:40","slug":"wolfgang-frick","status":"publish","type":"speaker","link":"https:\/\/premium-speakers.com\/en\/speaker-presenter\/wolfgang-frick\/","title":{"rendered":"Wolfgang Frick"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Dr. Wolfgang Frick is a speaker, business coach, brand expert and author of several books. He combines more than 30 years\u2019 professional experience in retail, marketing and leadership with strategic insight, personal experience and a subtle sense of humour.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">His career has taken him from sales through advertising and international marketing to the boardroom. He has managed brands in several countries, been responsible for pricing, product ranges and marketing, and negotiated with some of the world\u2019s largest suppliers. Today, Wolfgang Frick brings this knowledge to the stage \u2013 not from the perspective of an observer, but from decades of personal experience in leadership roles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">His keynote speeches focus on leadership, decisiveness, appreciation, brand management, career change and the question of what role human experience plays in the age of artificial intelligence.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wolfgang Frick does not offer ready-made solutions. He creates new perspectives, challenges entrenched ways of thinking and provides his audience with concrete food for thought and tools that can be directly applied to their everyday working lives.<\/p>\n\n\n\n<h2 id=\"h-wolfgang-frick-lecture-topics\" class=\"wp-block-heading\">Wolfgang Frick Lecture Topics<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>60 Shades of Leadership<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">When your business card suddenly ends up in the waste paper bin and your diary goes quiet, the most honest stock-taking of your professional life begins. The highs and lows of leadership, first-hand lessons learnt, and a toolkit for anyone who bears responsibility, is shaping their career, or wants to make a fresh start.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Decisions Are Exchange Rates<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Every decision is an exchange rate between what was and what is to be. Drawing on 30 years\u2019 professional experience: why good decisions arise not from data, but from clarity.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Value creation through appreciation<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Based on over 500 staff appraisals: why appreciation is not a \u2018soft\u2019 virtue, but hard value creation. With examples from the boardroom, the post office and St Nicholas.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Brands need a diagnosis, not a diet<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">When a brand falters, the \u2018diet\u2019 follows almost reflexively: cut the budget, streamline the product range, spruce up the image. But this only treats the symptoms, not the cause. Instead, Wolfgang Frick opens the medical records \u2013 and shows how to assess your brand\u2019s condition honestly, rather than starving it into looking good. A keynote on brand management as a diagnostic process: uncomfortable in its analysis, concrete in its treatment.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Skyfall with Style<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The 7 stages of outplacement that nobody knows about beforehand \u2013 from inner detachment to the inner voice.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2013 Re-framing as a recipe for success<br>\u2013 The hidden job market \u2013 myth or method<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Natural intelligence over artificial intelligence<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Why experience cannot be reduced to an algorithm.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">An approach for the AI era. Where AI is genuinely an accelerator and where it degenerates into a dangerous source of information.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2013 Where AI helps brands and where it erodes their substance<br>\u2013 The three disciplines of natural intelligence<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Online can be beaten<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Get the right concept and your shop will thrive \u2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How can high-street retail stand up to online retail without tilting at windmills? Every brand seeks the closest possible connection with the customer \u2013 both online and offline.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2013 Strengths of the brick-and-mortar business model<br>\u2013 How do I convey messages that are unique to the physical shop?<br>\u2013 Don\u2019t be afraid of Amazon, Zalando and the like<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Brand management in a time of upheaval<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Creating value at the point of sale: recipes for success in brick-and-mortar retail. Why are brands still brands? Which theories and beliefs help? What can brick-and-mortar do better than digital, and how do I make quick and confident decisions?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2013 Recipes for success in brick-and-mortar retail and responses to disruptive changes<br>\u2013 What can brick-and-mortar retail do better than online retail?<\/p>\n\n\n\n<h2 id=\"h-workshops-mentoring-amp-business-coaching\" class=\"wp-block-heading\">Workshops, Mentoring &amp; Business Coaching<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In addition to his lectures, Wolfgang Frick also offers workshops and personalised mentoring programmes for executives and companies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">His topics include, amongst others:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Executive Training \u2013 From Administrator to Innovator<\/li>\n\n\n\n<li>Decision-making and Negotiation \u2013 Options trump arguments<\/li>\n\n\n\n<li>Outplacement \u2013 When your business card ends up in the waste paper bin<\/li>\n\n\n\n<li>Re-framing<\/li>\n\n\n\n<li>Brand Management Based on the \u2018Marketing Sommelier\u2019 Principle<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">In addition, he offers exclusive in-person workshops and one-to-one mentoring sessions in the \u2018Raum f\u00fcr Weitblick\u2019 (Room for Vision), situated at an altitude of 1,036 metres. Away from the hustle and bustle of day-to-day management, the focus there is on reflection, personal development and clarity.<\/p>\n\n\n\n<h3 id=\"h-who-is-dr-wolfgang-frick\" class=\"wp-block-heading\">Who is Dr. Wolfgang Frick<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Wolfgang Frick laid a dual academic foundation early on. He studied economics in Innsbruck and communication studies in Salzburg. He subsequently completed his PhD on \u2018Corporate Design as an Identity Strategy\u2019, focusing on the gap between a brand\u2019s self-image and its public image.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">His professional career began in the sales department of a Viennese coffee roasting company. This was followed by many years in the retail sector: as an advertising manager, as an international marketing manager and later as head of marketing at a family-run business in Vorarlberg. There, he designed more than a thousand product packaging designs and doubled the brand\u2019s advertising recall.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fourteen years of his career took him to Switzerland. Most recently, Wolfgang Frick served as a board member responsible for purchasing and marketing, overseeing pricing, product range and branding, as well as a purchasing volume of around 800 million Swiss francs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Since 2021, Wolfgang Frick has been working independently as a <strong>\u2018marketing sommelier\u2019<\/strong>. He supports brands with positioning and transformation, guided by his credo: <strong>\u2018Diagnosis rather than a diet\u2019<\/strong>. First examine, smell and taste \u2013 then judge.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Today, he is a speaker, business coach, podcast host and author of several books. In 2026, he was named one of the <strong>Top 111 Public Speakers in the DACH region<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>His talks are not based on theoretical knowledge alone, but on decades of practical experience in retail, marketing, brand management and general management.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dr. Wolfgang Frick is a speaker, business coach, brand expert and author of several books. He combines more than 30 [&hellip;]<\/p>\n","protected":false},"featured_media":50186,"menu_order":0,"template":"","tags":[],"speaker-category":[16588,16607,16604,16594,16591,16605],"speaker-topic":[16612,16642,16634,16644,16652,16624],"speaker-type":[16667,16665,16666],"speaker-gender":[16670],"speaker-language":[16572,16571],"class_list":["post-52338","speaker","type-speaker","status-publish","has-post-thumbnail","hentry","speaker-category-digitalisation-technology","speaker-category-economy-politics","speaker-category-entrepreneurship","speaker-category-innovations-mega-trends-future","speaker-category-leadership","speaker-category-sales-marketing","speaker-topic-big-data-open-data","speaker-topic-branding","speaker-topic-consumption-trade","speaker-topic-motivation-strategy","speaker-topic-rhetoric-communication","speaker-topic-society","speaker-type-interview-guest","speaker-type-keynote-speaker","speaker-type-presenter","speaker-gender-men","speaker-language-english","speaker-language-german"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Wolfgang Frick - Expert Marketing &amp; Branding &#8211; Premium Speakers<\/title>\n<meta name=\"description\" content=\"Wolfgang Frick is an expert in marketing, e-commerce and retail. 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