Prof. Dr. Oliver Errichiello

Branding Professor - Brand expert - Advertising and Brand Sociologist

Brands, advertising and consumption … There are few things that influence modern life as profoundly as logos, commercials and digital banner advertising. While many people condemn “brand name wars” and the almost occult ability of certain brands to psychologically seduce us, we also define ourselves—and, crucially, how we want to be seen—through brands by opting for certain brands while explicitly rejecting others. This is because people instinctively understand the message behind well-executed brands (sometimes the world over) within fractions of a second.


Brands exist both across time and cross-culturally.


Brands are a cultural phenomenon and a psychological means of self-definition. Yet their far-reaching assertiveness only becomes apparent when we consider the enduring needs, desires and hopes of consumers. As an experienced brand expert I am here to assist businesses in effectively communicating their brand message and establishing a sustainable connection with their customers.

“Brands are the communities
of the modern world.

Sadly and gladly.”

Advertising and Brand Sociologist // Philosopher of Consumption

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, China and Indonesia.

Brand consultant and speaker(Key-Note Speaker)

As a brand consultant, I have supported more than 200 companies in 12 industries in questions of brand and advertising strategy and positioning over the past 20 years.


In doing so, I ensure radical strategies in the companies that enforce and secure the value creation of the brand in the long term - on the basis of clear and perceptible ethical and ecological principles as well as scientific methods and findings.


As a speaker I have been on the road for 15 years "in matters of brand" for companies, churches or political organizations at conferences, seminars and congresses.

Brand experts should not only know the "how" but also the "why“ ...

As a (by others) called "brand expert", I analyse the success strategies and implementation models of ambitious start-up companies up to traditional multinational corporations - as a scientist, marketing manager and brand consultant in day-to-day business. Clear credo: Nothing is as practical as a good theory! In the last 20 years, many companies and organisations have had to supposedly "reinvent" themselves. However, only those players were able to survive in the highly competitive markets who adapted their "genetic code" to the requirements of speedy markets in a self-similar way and - despite all the necessary changes - remained "true" to themselves in their core. As the "living room of the soul", brands are also constantly anchored positive prejudices that people have regarding the products and services of a company or organisation.


A brand expert uncovers the success structure of brands by looking at the brand performance history and revealing the specifics and expectations of the clientele over time until today. Instead of creative quick fixes without individual connection as well as orientation towards exchangeable trends, the focus is on a well-founded examination of the (sometimes forgotten) concrete causes of success. This requires a well-versed and detail-oriented examination of all areas that can be experienced by a brand's clientele - and that is much more than "just" advertising and the classic aspects of marketing. Perhaps this is what makes a brand expert special ... Because in the end, people don't buy advertising, they buy very specific products and services.

 

Bibliography

English Publication

In recent years, I have written books on brand management, brand sociology and consumer philosophy.

All in all, I have written 17 books to date — many of them together with Dr. Arnd Zschiesche.

My work is published regularly in newspapers, magazines and blogs ranging from left-wing to conservative, including columns as well as comments that critically—at times furiously—reflect on contemporary forms of consumption and corporate management and encourage people to think deeply and to think ahead.

Reality in Branding


Reality in Branding

From breakfast cereals to smartphones, nothing is left unbranded: brands arewith us every step of the way. We define ourselves through the brands wesurround ourselves with. Even if we reject brands, that’s a brand statement.Brands are everywhere in the 21st century – that’s exactly why we all have anopinion on them. When it comes to private life, there is little objection to this concept. However, when it comes to brand management and brand positioning with -in a company, personal sensitivities and feelings are out of plac


Too many opinions, too little wisdom: In 50 timeless answers, brand sociologistsDr. Arnd Zschiesche and Prof. Dr. Oliver Errichiello put a stop to the branddebates that are shaped by the zeitgeist. They speak in plain language wherevague chatter typically prevails. And they show why every brand is a socialphenomenon that has an impact: It’s about the management of social “hardfacts.” Not just in Europe. Classic European Brand Management leads the way forevery company seriously focusing on economic success for the long term –internally, as well. It’s time for timeless, value-oriented Branding from the oldcontinent.

Green Branding



Green Branding

The book analyzes the success factors of ecological and social brands and offers insights into the strategies of modern corporations, family businesses and social enterprises. What are the characteristics of successful "green brands" in the long term? How can they be effectively developed, managed and communicated?


Based on business administration, brand sociology and social psychology, the authors describe overarching structural features and demonstrate solutions step by step using concrete examples. Experiences in the development and Europe-wide implementation of the green brand "wooden radio" form the basis for numerous recommendations that can be directly implemented. The reader receives clear analysis and implementation tools to anchor already existing sustainable brands in daily business and to develop young brands in a planned manner. The 2nd edition has been extensively revised and supplemented with current examples.


Inspiring for all who want to make green brands strong.

Order in Chaos - Cybernetics of Brand Management



Order in Chaos - Cybernetics of Brand Management

Cybernetics is a science for understanding and systematically using information. As a subject of cybernetics, the brand is becoming increasingly important, especially in times of acceleration and infinite, global commodity markets. Only those who are able to preserve their patterns in the age of change and adapt them again and again to the requirements of the times will survive. Neither customer data nor creative ideas help here, but a sound knowledge of the structural functioning of all living beings - organic and social. By bringing together brand sociology and management cybernetics, this essential clarifies the invisible social forces of attraction. By illustrating the overarching dynamics of all (living) systems, universal insights can be gained and planned strategies developed.

Collective Forgiveness



Collective Forgiveness

In this age of a hyper-complex and totally interconnected world that no longer knows pauses, forgiveness is essential. The author explains that collective forgiveness is in no way inferior to love in its mysteriousness. We humans are unfathomable beings. Although we usually act thoughtfully and rationally, many actions and decisions cannot seem to be logically derived. Forgiveness - everyone knows it and has experienced it - is one of them. Forgiveness is one of the most important and exciting phenomena of human communication. The book answers questions such as: Why do we forgive some people and not others? Why does forgiveness take time? Why have people always forgiven each other - or rejected the very act of forgiving? Do we forgive individuals in a personal environment more easily or we more hesitant than with a group of people? And most importantly, why is collective forgiveness effective across time and cultures?


The book is thought-provoking and offers valuable impulses to better understand one's own and social actions. This book is a translation of the original German 1st edition Kollektives Verzeihen by Oliver Errichiello, published by Springer-Verlag GmbH, DE, part of Springer Nature in 2021. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation. Springer Nature works continuously to further the development of tools for the production of books and on the related technologies to support the authors.

References

Combining day-to-day business with a scientific foundation has characterised my brand work since the early 1990s. Instead of frantically and externally driven seizing on every supposed trend and hype, it is important to look at the dynamics of trust building, which - despite all social and technical changes - remain stable. Channels and speed are subject to change, but human trust is not.


This is what I research, think about, talk about and give advice and recommendations on: As a brand and communications consultant, professor of brand sociology and advisory board member of a major international family business.

Operational references:

  • Brand and communication consultant
  • Director of brand and product development for a company in the hospitality industry
  • Advisory board member for a major family business in the consumer goods and retail sector
  • Speaker and keynote speaker at numerous international congresses
  • Formerly: Head of Marketing for a medium-sized company in the furniture industry
  • Formerly: Strategic planner in renowned advertising agencies

Academic references:

  • Professor of brand sociology
  • Long-standing and regular guest professor at universities and colleges in Germany, Switzerland, Austria and China
  • Speaker at international academic congresses
  • Author of numerous books on brand sociology, brand management and advertising