Prof. Dr. Oliver Errichiello


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.

“Brands are the communities
of the modern world.

Sadly and gladly.”

Advertising and Brand Sociologist // Philosopher of Consumption

Als „Der Markenprofessor“ und „Konsumphilosoph“ äußere ich mich in ARD- und ZDF-Magazinen (u.a. Markencheck, Plusminus) ebenso im NDR (u.a. MARKT) oder beim WDR, SWR, MDR. Zu dem hört man mich regelmäßig im Deutschlandfunk und NDR Kultur.

Ich habe Sozioökonomie und Markensoziologie an der Universität Hamburg und Psychologie an der Université Lyon studiert. Nach meinem Studium arbeitete ich viele Jahre für das Institut für Markentechnik in Genf im Bereich Markenführung und Markenstrategie für weltweit agierende Unternehmen. Daraufhin eine kurze Zeit im Protokoll des Bundestages in Berlin. Nach wie vor beeindruckt von der Kraft der Marke und ihrer bis dato in Europa weitestgehend unbekannten sozioökonomischen Dynamik, zog es mich schließlich wieder zurück in die Wirtschaft.

Ich arbeitete in Werbeagenturen und Unternehmen als Stratege und als Marketingleiter. 2006 gründete ich das Forschungs- und Beratungsunternehmen Büro für Markenentwicklung in Hamburg. Gleichzeitig leite ich das Innovationslabor der Deutschen Seereederei.

2018 wurde ich auf die weltweit erste Professur für Markensoziologie durch die Hochschule Mittweida berufen. Darüber hinaus lehre ich an der Universität Hamburg, an der Hochschule Luzern und der EMBA Hamburg. Gastvorlesungen führten mich nach England, Österreich, Italien, Singapur und Indonesien.

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.




From breakfast cereals to smartphones, nothing is left unbranded: brands are with us every step of the way. We define ourselves through the brands we surround 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 an opinion 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 sociologists Dr. Arnd Zschiesche and Prof. Dr. Oliver Errichiello put a stop to the brand debates that are shaped by the zeitgeist. They speak in plain language where vague chatter typically prevails. And they show why every brand is a social phenomenon that has an impact: It’s about the management of social “hard facts.” Not just in Europe. Classic European Brand Management leads the way for every company seriously focusing on economic success for the long term – internally, as well. It’s time for timeless, value-oriented Branding from the old continent.

Publications

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.

Credentials