Unitymedia Brand engagement

• Development of a brand engagement program for the internal communication and training of the new brand positioning within Unitymedia
• Concept development and conduction of brand and innovation workshops with heterogeneous teams to develop new ideas for service offers based on the brand positioning
• Development of a brand ambassador program to select, train and inspire employees across all hierarchies and functions with the goal to embed the new brand within the organisation in the long-term
• Design and content creation of inspiring media to make the new brand even more “tangible”

BAYER BRAND ARCHITECTURE

Project realisation as Client Partner at Interbrand

• Development and strategic consulting on the overarching restructuring of the Bayer brand architecture
• Development of the new portfolio structure of Bayer Environmental Science as well as the transfer in layout and packaging systems

HUAWEI BRAND PROPOSITION

Project realisation as Independent Consultant working for Interbrand

• Conduction of a comprehensive brand insight analysis (brand, market, client needs and trends) as base for the repositioning of Huawei in Europe
• Concept development of quantitative and qualitative research designs to gain further internal and external insights
• Development of positioning scenarios and derivation of respective mission statements for the new Huawei brand positioning

BMW BRAND STRENGTH ANALYSIS

Project realisation as Independent Consultant working for Interbrand

• Conduction of marketing analysis and determination of the BMW, Mini and Rolls Royce brand strenghts score based on the Interbrand brand valuation methodology

DEUTSCHE TELEKOM BRAND DRIVEN CHANGE

Project realisation as Client Partner at Interbrand

• Overarching planning and support of the international Telekom Brand Design Evolution roll-out
• Development, conduction and moderation of the international training program for the company-wide implementation of the new brand design
• Positioning and design of new strategic brand partnerships

OMV ROLL-OUT RETAIL POSITIONING

Project realisation as Client Partner at Interbrand

• Planning and execution of the internal roll-out of the new OMV Retail positioning „We Care“
• Development and training of the OMV brand tonality dimensions language, picture and behavior styles
• Concept development and design of analog and digital guidelines

Unitymedia SEGMENTATION & PERSONA DEVELOPMENT

• Support in the development of the new Unitymedia market segmentation and visualisation of all relevant data in different formats and media
• Concept development and design of personas to give the newly segmented target groups a face and provide a deeper feeling for the respective lifestyles and environments
• Development of a nomenclature system as well as a holistic communication strategy and actions for the internal roll-out of the segmentation

DOUGLAS EMPLOYER BRANDING PROPOSITION

Project realisation as Independent Consultant working for Interbrand

• Development of relevant scenarios to position Douglas as attractive employer brand “beyond beauty”
• Development and design of alternative employer value propositions
• Development of first communication modules based on the respective employer value propositions

NOVARTIS BRAND ACTIVATION STRATEGIES

Project realisation as Client Partner at GfK

• Research design development, execution of market and brand studies and derivation of strategic recommendations and tactical brand activation measures to increase the brand engagement

EMMI GLOBAL BRAND TRACKING

Project realisation as Client Partner at GfK

• Concept development and execution of the international Emmi Brand trackings across all relevant product categories
• Determination of consumer relationship types of the core brands to increase brand engagement
• Derivation of strategic and tactical recommendations for marketing activities for all product brands based on the study results

HONDA BRAND SPONSORSHIPS

Project realisation as Client Partner at GfK

• Research design development and conduction of the Honda Brand Sponsorship study in Switzerland
• Derivation of suitable sponsorship partnerships and activation measures

MINT HOTEL BRAND POSITIONING & NAMING

• Development of the Mint Hotel brand positioning and brand name
• Support in the design process of a client engagement app