Brand as a system,
not an interpretation.
Brand strategist. 80+ brands in 18 years.
Brand identity for humans, brand infrastructure for systems.
What I work on
The execution layer of brand is changing. Agents recommend products and filter providers. They co-decide, and to do so they read what a brand makes machine-available. Whether that also makes the brand more visible in AI answers is barely measurable so far. What correlates more strongly is how often others write about it. Both findings are in the evidence collection, with source, date and limits.
I work at the intersection of brand identity (for humans) and brand infrastructure (for systems). The central question:
Is our brand describable enough that a system can reliably select it, and meaningful enough that a human would want that?
What I do
- Brand Strategy & Positioning: brand platform, go-to-market, from analysis to implementation.
- Brand Architecture: portfolios, sub-brands, naming structures. Models that hold up in daily operations.
- Brand Infrastructure: brand knowledge that systems can read. The foundation for agents, AI search, and automation.
Context
MetaDesign: Director Innovation Strategy. Berlin. Since 2026.
Before: Founder of DE.design and partner at diesdas.digital.