As "the brand professor" and "consumer philosopher" I express myself in ARD and ZDF magazines (e.g. Markencheck, Plusminus) as well as on NDR (e.g. MARKT) or on WDR, SWR, MDR. You can also hear me regularly on Deutschlandfunk and NDR Kultur.
I studied socio-economics and brand sociology at the University of Hamburg and psychology at the Université Lyon. After my studies I worked for many years for the Institute for Brand Technology in Geneva in the field of brand management and brand strategy for global companies. This was followed by a short period in the protocol of the Bundestag in Berlin. Still impressed by the power of the brand and its socio-economic dynamics, hitherto largely unknown in Europe, I was finally drawn back into business.
I worked in advertising agencies and companies as a strategist and as a marketing manager. In 2006, I founded the research and consulting company Büro für Markenentwicklung in Hamburg. At the same time, I manage the innovation lab of Deutsche Seereederei.
In 2018, I was appointed to the world's first professorship for brand sociology by Mittweida University of Applied Sciences. I also teach at the University of Hamburg, the Lucerne University of Applied Sciences and Arts, and EMBA Hamburg. Guest lectures have taken me to England, Austria, Italy, Singapore and Indonesia.