Who is Arnd Zschiesche ?

PROF. DR. ARND ZSCHIESCHE, often referred to as “Germany’s No. 1 brand expert,” is co-founder and – since 2006, together with Oliver Errichiello – managing director of the Büro für Markenentwicklung/Office for Brand Development.

On German TV station ARD’s “Brand Check,” “Plus-Minus,” and “Today Show,” and in various other TV and media formats, the Lübeck native pointedly explains brand phenomena and their social causes and effects. In his specialist and resource books on brand management and on lecture stages, the keynote speaker captivates his audience with clear rejections of money-destroying brand experiments and extreme advertising madness, and he pleads for a “normal” approach to branding. His most recent publication entitled: Vertrauen – die härteste Währung der Welt, Trust – The World’s Hardest Currency captures not only his professional insights but also reflects his life’s philosophy.

Arnd Zschiesche studied brand and economic sociology in Hamburg and Hamilton/New Zealand after which he was appointed by the Deutsche Lufthansa in their strategic planning department, a global advertising agency, and the Institut für Markentechnik in Geneva, and elsewhere.

Since 2011 Arnd Zschiesche has been a lecturer in brand management at the Lucerne University of Applied Sciences and Arts. Since 2021 he holds the position of professor of marketing at the West Coast University of Applied Sciences and Arts as well as scientific director of the Institute for Regional Marketing Research and Consulting (RegioMar) in Heide, Germany.

For 22 years, he has been answering all types of questions about strategic management and the long-term oriented implementation of brands. The brand sociologist focuses on the analysis of the brand’s genetic code, self-similar brand management/communication, complex brand architectures, and the targeted use of positive prejudices about origins to strengthen brands.


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