EISENforum Lecture: D2C is no longer a whisper and why brands are rapidly losing importance

Back in 2018, Michael Atug caused a stir with his article "Go ahead and die" in the Eisenwarenzeitung. For him, not much has changed in the tool industry. As always, he will relentlessly put his finger in the wound and set the stage on fire when he talks about the death of the brand and what can be done about it.