I help organizations connect Brand, storytelling and digital systems in a way that communication does not only generate attention — but delivers measurable business impact.
For more than twelve years, I have been exploring why brands succeed — and why many remain strategically and economically underperforming despite high visibility.
This work led to the development of a conceptual frameworkthat today forms the foundation of our consulting approach: systemic brand strategy.
Most brand models follow a linear logic: funnels, journeys, touchpoints, or campaign sequences.
Our experience shows that brands do not work linearly.
People do not move through brands — they appropriate them. Brands are used to create orientation, stabilize identity, and support decision-making. They function less as communication instruments and more as cognitive, social, and cultural reference systems.
From this perspective, we understand brands as dynamic systems of appropriation and orientation. This view forms the core of our work at Brand & Story.
The conceptual framework of systemic brand strategy did not emerge from trend observation, but from continuous conceptual development since 2012. It integrates insights from:
Brand strategy and communication research
Social and identity psychology
Spatial and territorial theory
Storytelling and narrative research
Digital platform and ecosystem strategy
Over time, this approach has evolved through academic research, international consulting experience, and practical implementation in complex organizational environments. Today, it forms the foundation of our strategic advisory work.
👉 Learn more about our conceptual framework
Systemic brand strategy does not treat brand as an isolated discipline, but as a steering system for:
Not as a sequence of individual measures — but as a coherent system of impact. Our goal is not to make communication more attractive. Our goal is to create the structural conditions that allow brands to become connectable, usable, and economically effective.
👉 👉 Learn more about strategic brand consulting
For many years, I have worked at the intersection of strategy, performance, media, and sports organizations. During this time, I have contributed to brand and communication strategies, monetization concepts, and engagement systems across environments such as:
Global sports and performance brands
International media and event platforms
Sponsorship and rights-holder ecosystems
Organizations operating between brand, community, and monetization
This includes projects and collaborations involving:
These experiences fundamentally shaped my perspective on brands: Brands do not operate in isolation. They only create impact when narratives, platforms, communities, and performance logic work together. This understanding directly led to our systemic approach today.
We deliberately position ourselves as a strategic boutique consultancy rather than a traditional agency. We support organizations in:
Structuring brands as steering systems
Making narratives strategically actionable
Designing logical platform and touchpoint ecosystems
Enabling activation and performance through systemic thinking
Our work typically begins at management or strategic level — and is designed to remain operationally implementable.
Our consulting is particularly valuable for organizations that:
Manage complex brand and platform ecosystems
Want to better connect content, communication, and performance
Seek to anchor digital transformation strategically
Understand brand as a driver of economic value creation
Many organizations invest heavily in communication, content, or platforms — without creating the structural conditions for impact.
We close exactly this gap. Not through campaigns. Not through tools. But through strategic system architecture for brand effectiveness.
If you want your brand to become not only visible, but effective, we would be happy to start a conversation.