“People follow people, not brands”
Jury’s Statement
Philip Hitschler-Becker impressively demonstrates the impact that combining corporate and brand management can have. The jury commends the way in which, as the fourth-generation head of Hitschler, he is not merely carrying on the business but is radically rethinking it with “hitschies” – a bold break with the conventions of an entire industry. What was particularly impressive was that the hitschies CEO has himself become an integral part of the brand. Rather than relying on the traditional distance between a leader and the company, he embodies a consistent presence and authenticity. Hitschler-Becker strikes a chord with a new generation of consumers, thereby proving that business success and brand management are inextricably linked.
Interview with Philip Hitschler-Becker
For ten years, the German Brand Awards have honoured the title “Brand Manager of the Year” to recognise an individual who combines brand responsibility with strategic strength and measurable success. What does this award mean to you personally? And what do you think it says about the standing of brand management in Germany?
I'm absolutely delighted, but this award isn't just for me. What we've achieved at hitschies is the result of my siblings Julia and Nicolas and an incredible team who give everything every single day. This is our shared success.
The jury for explicitly recognises an overall package of attitude, strategy and lasting impact. What standard do you set for yourself when it comes to brand management?
Authenticity is the most important thing for us! We are exactly as we present ourselves. Our strategy is to show our Friends who we are and what we want to spread with our Candies: putting a smile on everyone's face. And we live and love that every single day.
When you took over as CEO in 2017, hitschler was facing enormous challenges. What was your first strategic decision between a backlog of investment and being in the red? Why did you work on the brand despite the crisis, rather than just focusing on the company's survival?
First, we got a clear picture of where we actually stood. What were the most pressing problems? And then we tackled one issue after another, step by step. There was no grand master plan – just rolling up our sleeves and getting on with it.
In 2021, “hitschler” became “hitschies” – a pretty radical step for a family business approaching its 100th anniversary. What did it take to convince people internally, and how did you make sure the rebrand sharpened the brand's identity rather than diluting it?
We see ourselves as an almost 100-year-old start-up, and that's exactly what the name reflects. hitschies is more international and can be pronounced anywhere in the world – whether in Japan, South Korea or elsewhere. That strengthens us on our path to becoming THE digital candy brand and growing internationally. And try it yourself: when you say “hitschies”, you automatically smile a little. That's no coincidence – that's who we are.
hitschies is now known for a strategy in which you, as CEO, have become a personal brand yourself. Was that planned from the start, or did it come out of necessity?
Back then, we simply didn't have the budget for big advertising campaigns, so we had to get creative. Then came the idea of promoting our products via social media. So I picked up my iPhone 8, uploaded the first video, and that's how it started. It's going pretty well now.
One of your principles is “People follow people, not brands”. What does that mean in practice for a brand decision-maker?
We give our brand a face. That way, we can share our successes, but also our learnings and genuine behind-the-scenes moments. Our Friends don't follow hitschies – they follow us, because they want to get to know our story and be part of the journey. That's exactly why we have a brand face for our hitschies channel. It's about making sure our Friends can identify with us.
You've turned hitschies into a well-known brand and, through that, into a viral hit on TikTok. Is social-media-first the right strategy for every brand today – or does it only work under certain conditions?
I think everyone should give it a try. But there's no universal strategy that works for everyone. What works for us doesn't automatically work for another brand. You have to find your own way.
Authenticity is your central communication principle. With so much real-life content featuring you personally, how do you maintain the line between personal and brand performance?
The Philip you see on social media is the same Philip you'd meet in real life. There is no line. That's simply my personality. Authenticity always comes first for me, and I believe our Friends feel that too.
On the subject of brand success: which KPIs are genuinely meaningful to you, and which would you no longer use today?
Our most important KPI is our gut feeling: just do it, try it out – and if it works, we're happy and can develop further ideas from there.
What's the boldest decision you've made for the brand so far?
Right now, I'd say it's the brand relaunch to hitschies. But you never know what the future holds.
What advice would you give to a brand manager in the German Mittelstand when it comes to successfully leading a brand?
Success has six letters: JUST DO IT. Be bold, just give it a try.
Are you already using AI in brand management? If so, where – and do you have a vision for how you'll use it for your brand over the next two years?
We're already integrating AI into our processes, for example in content creation. The ideas still come from us. AI just helps us bring them to life faster and more easily.
