Loading...

BRAND STRATEGY
AND TRANSFORMATION

scroll down


a blend
of skills

perceptive in exploration
sharp in analytics
bold in strategy
strong ideas & judgement in design
solution-driven in development


15+ years
experience

in brand strategy & consulting
for corporate & product brands
in B2C & B2B
across all touchpoints and media
digital & non-digital


100% focus
on your project


your dedicated project lead
with a collaborative approach
and a one-at-a-time-policy


scope of expertise

strategy sparring, transformation facilitation, growth hacking

ANALYSIS &
EXPLORATION

stakeholder-analysis, exploration of insights and growth potentials, in-depth interviews, ethnographic explorations, focus group discussions, management and expert interviews, competitor analysis and benchmarking, innovation trend analysis, primary & secondary, qualitative & quantitative

BRAND STRATEGY
& POSITIONING

brand positioning, branding & marketing strategy, vision & mission, brand values & identity, proposition / USP, target group and persona, brand architecture & portfolio strategy, strategic roadmaps & growth masterplans, quick win growth hacking, innovation strategy,
KPI definition

BRAND GROWTH
& TRANSFORMATION

transformation facilitation, change programs, tactical measures, concept development. In cooperation with partners: branding & brand design, brand experience & campaigns, marketing and growth initiatives, IP & trademark rights protection, KPI-based tracking and controlling

selected brand references

some iconic cases so far
AUDI
brand architecture, overarching brand story, model positioning and marketing/communication strategies
w/ OAKS
WIMDU
brand relaunch with research & analysis, brand repositioning, rebranding, communication strategy
w/ Sasserath Munzinger Plus
NIVEA MEN
brand relaunch with renaming, rebranding, global redesign of packaging architecture
w/ design for human nature
TEDxBERLIN
concept development and moderation of working lunch sessions on the future of mobility in coop. with moovel/Daimler
w/ Sasserath Munzinger Plus
VTN Härtereigruppe
brand relaunch with renaming, rebranding, corporate design, new website, new product/ service concepts
w/ design for human nature
REWE
sustainability communication strategy with research & analysis, creative concept and campaign media planning
w/ Sasserath Munzinger Plus
WELTVOGELPARK Walsrode
brand relaunch with renaming, rebranding, corporate design, communication & experience design
w/ design for human nature
NÜRNBERGER Versicherung
brand relaunch with research & analysis, brand repositioning, vision & mission, brand experience strategy
w/ Sasserath Munzinger Plus

more brand references

AUTOMOTIVE • MOBILITY • FINANCE • INSURANCE
 • FMCG • FOOD • RETAIL • TELCO • HOME & GARDEN • SPORTS • CULTURE
CORPORATE

Audi
Berliner Pilsner
Big German Bank Group (confidential)
La Roche-Posay
L’Oréal Deutschland
Marlboro
NIVEA MEN
Nürnberger Versicherung
Parliament
Philip Morris Intl.
Penny
REWE
REWE Group
Swisscom
VW

MITTELSTAND

Ahorn Gruppe
AVOXA Mediengruppe
BPE Private Equity
DeutscheSee
Guylian
IMU
Karl Kemper
LR Health & Beauty
Nordex
Otto Gourmet
Quadriga Capital
VTN Härtereigruppe
WEKA Holzbau

START-UP

Clark
edloud
FINLEAP / Hitfox
HINTERLAND
moovel
splink
TR8CY
WIMDU
zinsbaustein.de

SOCIAL & CULTURAL

C/O Berlin
DOSB New Media
Hamburg Cruise Center
Merano
Stiftung Historische Museen Hamburg
Südtirol
TEDxBerlin

Weltvogelpark Walsrode

Marcel von dem Berge

Brand Strategy & Transformation Director

I started brand consulting at MetaDesign in 2006, during my studies of strategic marketing and communications at the Berlin University of the Arts. After that, I've joined design for human nature, Hamburg as brand strategist, the Berlin-based brand consultancy Sasserath Munzinger Plus as senior brand consultant and OAKS, Hamburg/Berlin as strategy director. Since 2021, I've teamed up with VORN, Berlin as Director Brand Consulting.

Over the past 15+ years, I have been working in close collaboration with startup founders, CEOs and MDs, marketing and sales directors, designers and writers, IT and UX experts – striving to find the best ideas, strategies and solutions for all kinds of brand & growth challenges.

What's your challenge?