A good brand connects the business strategy with the market and peoples’ needs. It helps the company achieve its goals by responding to what people think and feel.
Wind and solar energy are a fast-growing market with a big impact limiting climate change.
The merger of two established companies created a new global B2B player in a highly competitive and technology-focused segment. For this branding process it was key to understand peoples’ motivation in both merging companies, the commonalities and what drives them. An engaging vision created the bridge between both companies and between the present and the future.
The brand’s positioning connected to this vision brought the ambitious brand idea to life. So in 2021 the markets witnessed the launch of a B2B brand with attitude, purpose and passion.
From brand positioning, to complex strategic projects in the development of brands, to the planning of marketing activities and campaigns, I have always known Michael as an accomplished consultant and expert who has always made a valuable contribution to driving projects forward.
New Work SE
While digital platforms have more and more influence over our lives the people behind these systems struggle to scale them internationally in an agile way.
This is where Phrase comes in. It connects product managers, developers and translators to ensure a fast and easy localisation. To create a clearer image of the brand the team at Phrase conducted an internally driven re-branding process that I supported as their sparring partner. In regular sessions, together we optimised the workflow, developed an approach to understand the brand perception and created a narrative to involve people within the company into the process.
I believe many companies have all they need inside and only need some guidance for their brand strategy. The close collaboration in this case was the perfect example.
Michael has been instrumental to our brand positioning work at Phrase. He is deeply insightful, always creative in his solutions and brings a wealth of knowledge to our projects. His main contributions have been acting as an excellent sparring partner to challenge our branding process, and his questions and input has made very tangible and valuable changes to our internal work.
The business of mobile games is very peculiar and highly based on performance. You might compare it to a hard-selling discounter.
A/B testing of app store assets and large amounts of campaign visuals are daily business. Still, the right positioning can increase attractiveness to the target group, generate growth and revenue. In a close, collaborative process with my client Good Game, I developed various positioning scenarios connecting their game’s strengths with the human needs addressed by it.
An agile process covering various international markets was setup to evaluate how the three scenarios would improve conversion rates and also drag the right audience into the game. The winning scenario was a clear uplift for the business model and the foundation for global roll-out.
I can highly recommend working with Michael! He quickly familiarizes himself with the tasks, develops an approach and brings fresh thoughts and ideas to the project. He is very good at switching between the strategic and the operational perspective and thus always keeps an eye on the target parameters.
Super Union Germany
Michael has been working in the branding and communication business for more than 15 years.
As a freelance brand consultant he is helping his clients in B2B industries and the digital business with branding projects and as an interim marketing manager. He is proud of his many long-term client relationships and the high recommendation rate. In 2013 he co-founded a start-up company to figure out how workshop sessions could be digitally supported. Earlier he worked in international and national brand, design and advertising agencies like Landor and Brand Union. He is a business-engineer specialized in Advertising and Market Communication at the University of Applied Sciences in Stuttgart, Germany.