The Felder Group has grown considerably in recent times. Both under its own steam and through the acquisition of the Otto Mayer machine factory. Anyone who has recently viewed the company on social media will probably have come across the unconventional brand communication from Tamara Felder, CMO of the group. How and why this works and how the social media marketing concept fits in with the company‘s self-image, is explained to “möbelfertigung” by Ms. Felder. (möbelfertigung, April 2022)