NEW TREND SOCIETY

"Make half the room love you — and the rest uncomfortable.”

That’s just one of many bold takes from Austin LaRoche, CEO of ATAK Interactive, in this episode of the NEW TREND SOCIETY Podcast.

Together with host Benjamin Diedering, Austin unpacks the power of purposeful B2B marketing, what real thought leadership looks like, and why playing it safe in business is no longer an option.

What do magic and marketing have in common? According to Diana S. Zimmerman – once the world’s #1 female magician – everything. In this episode of NEW TREND SOCIETY, she shares how she built a personal brand through storytelling, emotion, and the courage to reinvent herself. From performing illusions to coining the term strategic branding, Diana’s journey is a masterclass in turning talent into legacy.

Die American Express Business Stories gehen in eine neue Runde! In dieser Folge treffen wir Masha Schubbach in der Nähe von Frankfurt. Früher war sie als Stylistin an Filmsets tätig und arbeitete mit prominenten Künstlern wie Cro und Olexesh. Heute führt sie das Familienunternehmen ihrer Eltern – Küchenpartner Schubbach – als Geschäftsführerin und verleiht der Küchenbranche dabei einen Hauch von High Fashion.

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In this episode, Alexander Mühl from Borussia Dortmund shares how BVB builds global loyalty by putting purpose over profit. From youth academies in the U.S. to keeping beer prices low, the focus stays on fan culture and authenticity. We also talk about how BVB uses AI in content creation, without losing its human touch. And with the Club World Cup in New York, BVB just opened its own “Embassy” to connect with U.S. fans.

This week’s guests are Chong-Won Lim and Bjoern Simski from Motorola: the brand bringing the flip phone back and reshaping how younger generations connect with tech.

Recorded in a unique setting: a flower shop in Berlin during Design Week. This episode dives into what it takes to compete with iOS, how Gen Z discovers and chooses products, and why storytelling is still the most powerful tool in marketing.

We talk brand positioning, customer retention, and how Motorola plans to stay relevant in an AI-powered future.

This week’s guest is Eugen Fink, co-founder of Kraft Runners – one of the most exciting running communities in Europe. Recorded live in front of an audience, this episode dives into what it really takes to build a movement from the ground up.

Eugen shares how Kraft Runners became more than just a run club, how to create real connection through community, and what creators need to know when working with brands.

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This week’s guest is Ben Cohen, Talent Manager and founder of 28th Ave. We talked about what it takes to represent A-list talent, the power of relationships in the entertainment industry, and how to get into the room when no one’s opening the door.

In this episode, female entrepreneur Danielle Sabrina from Society22 PR shares how she became the youngest trader on Wall Street, fought her way back from bankruptcy, and built a career as one of the most successful celebrity publicists in Hollywood.

In this episode, we sit down with Ryan Tierney, founder of Lo Siento Tequila. We talk about building a million-dollar tequila brand, standing out in a market dominated by celebrity names like Kendall Jenner, and what he’d do with an unlimited marketing budget. A conversation about strategy, differentiation, and thinking bigger.