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 hackingANALYSIS &
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 • CULTURECORPORATE
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 DirectorI 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.