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BRAND STRATEGY
AND TRANSFORMATION

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a blend
of skills

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


10+ 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

brand inspiration, strategy sparring, project lead

ANALYSIS &
EXPLORATION

primary & secondary, qualitative & quantitative, internal & external, stakeholder-analysis and exploration of insights, customer journey and brand touchpoint analysis, brand experience analysis, in-depth customer/user interviews, ethnographic explorations, focus group discussions, management and expert interviews, competitor analysis and benchmarking, innovation trend analysis

BRAND STRATEGY
& POSITIONING

brand launch and relaunch, brand positioning, branding and marketing strategy, definition of vision & mission, core brand idea, value proposition / USP, brand values, brand character & tonality, target group and persona, content strategy, communication & campaign strategy, brand architecture & portfolio strategy, brand experience strategy, business & service design strategy, innovation strategy, KPI definition

BRAND DEVELOPMENT
& TRANSFORMATION

concept development, naming & claim development and in cooperation with partners: branding & brand design, corporate design, digital branding, packaging, brand spaces (fair, flagship, retail, pop-up), brand experience and marketing initiatives, brand communication & campaigns, customer journey and touchpoint development, KPI-based tracking and controlling, IP & trademark rights protection

selected brand references

some iconic cases so far
AUDI
brand architecture, overarching brand story, model positioning and marketing/communication strategies
w/ Hejya
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
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

Freelance 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. Three years later, I joined f+s design studios, Hamburg (now: design for human nature) as brand strategist and in 2012 the Berlin-based brand consultancy Sasserath Munzinger Plus as senior brand consultant. Early 2017, I have joined Hejya in Hamburg/Berlin as strategy director.

Over the past 10+ years, I have been working in teams with psychologists and sociologists, designers and writers, digital and UX experts – always in close collaboration with our clients, helping to find the ideal strategies and development solutions for mastering transformational brand challenges.

What's your challenge?