PROF. DR. ARND ZSCHIESCHE - Brand expert

Arnd Zschiesche, often referred to as “Germany’s No. 1 brand expert,” is a co-founder of the Büro für Markenentwicklung/Office for Brand Development and has served as its managing director alongside Oliver Errichiello since 2006. For 22 years, he has been answering all questions regarding strategic leadership and the long-term establishment of brands. The brand sociologist’s areas of focus include analyzing a brand’s genetic code, self-consistent brand management and communication, complex brand architectures, and the targeted use of positive preconceptions about origins to strengthen brands. After studying brand and economic sociology in Hamburg and Hamilton, New Zealand, he worked for Deutsche Lufthansa, in strategic planning at a global advertising agency, and at the Institute for Brand Technology in Geneva, among other roles.

In his professional and non-fiction books on brand management, as well as in his public speaking engagements, the keynote speaker captivates his audience by clearly rejecting money-wasting brand experiments and the current advertising frenzy, and advocates for a “normal” approach to brands. He has been a lecturer in brand management at Lucerne University of Applied Sciences and Arts since 2011 and, since 2021, a professor of marketing at West Coast University of Applied Sciences 

as well as the scientific director of the “Institute for Regional Marketing Research and Consulting,” RegioMar, in Heide. On ARD’s Markencheck, Plusminus, heute-show, and in various TV and media formats, the Lübeck native incisively explains brand phenomena, their social causes, and consequences.