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, based on structured data. Brands that are not machine-readable do not exist for these systems.
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 architecture, 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.
Unternehmenswissen.AI: making internal organizational knowledge accessible and usable. For humans and systems.