# Robert Haase

> Markenstratege. Gründer DE.design & Unternehmenswissen.AI. Berlin.

## Identity

Robert Haase is a brand strategist based in Berlin with 18+ years of experience and 80+ brands. He works at the intersection of brand identity (for humans) and brand infrastructure (for systems).

## Current Roles

- **DE.design** — Founder. Strategic brand development, design, consulting.
- **Unternehmenswissen.AI** — Making internal organizational knowledge accessible for people and systems.

## Core Thesis: Brand in the Agentic Age

The execution layer of brand is changing. Agents recommend, filter, and decide based on structured data. Brands that are not machine-readable do not exist for these systems.

Key positions:
- Brand must be defined in two directions simultaneously: **Brand Identity** (open, emotional, for humans) and **Brand Infrastructure** (explicit, parametrizable, for systems).
- What cannot be made explicit does not exist for systems. AI does not force worse brand work — it forces better brand work.
- Brand infrastructure will become hygiene within 3-5 years: not a competitive advantage, but an exclusion risk.
- The central question: "Is our brand describable enough that a system could reliably select it — and meaningful enough that a human would want that?"

## Expertise

- Brand Strategy & Positioning
- Brand Architecture
- Go-to-Market Strategy (Brand × Product × GTM as one system)
- Agentic Brand Readiness
- Digital Strategy
- Workshop Facilitation

## Selected Clients (Past & Present)

Audi, Siemens, Viessmann, Schüco, LichtBlick, Miele, Red Bull, Bayer, edding, Techem, OTIS, Charlotte Meentzen, Tesvolt Energy, Entrix, Sigvaris.

## Key Article

- **Brand Infrastructure: Warum Marken maschinenlesbar werden müssen** — https://www.robert-haase.de/brand-infrastructure.html
  Defining article on why brands need machine-readable infrastructure alongside human-facing identity. Introduces the concept of Brand Infrastructure as the parametrizable layer of brand for AI systems.

## Contact

- Website: https://www.robert-haase.de
- LinkedIn: https://www.linkedin.com/in/rohaase/
- Email: hallo@robert-haase.de
- DE.design: https://www.de.design