Between Australia and Europe: A founder with a global perspective

Prof. Dr. Bert Neumeister from the University of Applied Sciences Kufstein Tirol talks to Melina Münstermann, founder of the creative agency Mel Media, about branding, positioning, and brand management. These topics form the core of his Branding & Positioning course in the Bachelor's program in Marketing & Communication Management. Münstermann shares her experiences from the Australian creative and agency industry and provides insights into different perspectives on brands, networks, and bold entrepreneurial decisions.

YOU FOUNDED MEL MEDIA IN AUSTRALIA TO MAKE BRANDS MORE VISIBLE AND STRONGER. WHAT DOES AN AUTHENTIC BRAND MEAN TO YOU TODAY?

Melina Münstermann: For me, an authentic brand is one thing above all else: genuine. It tells a story that not only sounds good, but also means something. An authentic brand merges with the needs of its target group, embodies values, and truly stands by them - through all the ups and downs. No beating around the bush, no sugarcoating. It's about being tangible, communicating honestly, and sharing real stories that touch and connect people. For me, an authentic brand is one thing above all else: genuine. It tells a story that not only sounds good, but also really means something. It merges with the needs of the target group, embodies values, and stands by them – through all the ups and downs. Authenticity means being tangible, communicating honestly, and sharing real stories that touch and connect people.

IN THE AGE OF DIGITALIZATION: HOW IMPORTANT ARE EMOTIONAL EXPERIENCES AND PERSONAL CONTACT, E.G. THROUGH EVENTS, FOR SUCCESSFUL BRANDS?

Münstermann: Emotional experiences are just as important today as digital presence - they go hand in hand. Proximity, connection, and a genuine relationship with the brand are best established through personal contact. Events are the perfect medium for this: people exchange ideas one-on-one, share successes and mistakes, support each other, and build trust. In Australia, I am currently seeing that cooperation and cohesion often count for more than competitive thinking. It's not just about competing, but about creating a network that strengthens brands and people – and that's exactly what makes brands successful in the long term.

As the founder, you make strategic decisions for the brand and team. What challenges were particularly difficult in the beginning, and how did you overcome them?

Münstermann: In the beginning, it's just an idea in your head that seems huge and unrealistic. Doubts often prevail. But then there are one or two people who believe in you, who connect you with others and support you. Suddenly, the idea becomes a concept, then a team, then a plan, and then a company takes shape. Trust and support make all the difference.

ARE THERE ANY TRENDS IN BRANDING OR EVENT MARKETING IN AUSTRALIA THAT ARE LESS COMMON IN EUROPE?

Münstermann: I am still relatively new to the European market, but I have noticed that in Australia, the focus is often more on cooperation than on competition. Brands exchange knowledge, resources, and ideas, and work together in a relaxed manner; networking is a matter of course here. Projects are shared, and mutual growth occurs on an equal footing. In Europe, I have observed that many brands are more focused on themselves and that it is more difficult to deepen cooperation. Openness, sharing, and mutual support often still have room for improvement there.

WHAT THREE STRATEGIC TIPS WOULD YOU GIVE TO EUROPEAN BRANDS LOOKING TO ENTER THE AUSTRALIAN MARKET TO AVOID CULTURAL MISSTEPS?

Münstermann: 

1. Be authentic, open to new ideas, and don't be afraid to accept help or networks. Making connections is worthwhile because they often lead to opportunities you hadn't seen before.
2. Pursue a goal that is bigger than just your own, because cooperation and shared visions open doors.
3. Be prepared to make mistakes. Authenticity does not come from perfection, but from honesty and a willingness to learn.

WHAT EXPERIENCES OR PROJECTS HAVE HAD THE GREATEST IMPACT ON YOU PERSONALLY AND YOUR VIEW OF BRAND MANAGEMENT?

Münstermann: Looking behind the scenes has often surprised me: things are not always as they seem. This has shown me where I want to take my company, what I want to avoid, and which resources are really important. Every challenge has taught me to see brand management as a combination of strategy, humanity, and authenticity - and it is precisely this combination that makes brands strong in the long term.