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

In my role as “The Brand Professor” and a “Philosopher of Consumption”, I have appeared in multiple well-known consumer magazines in Germany as well as on many German TV programs. I am also a regular guest on various nationally broadcasted radio shows.

I studied socioeconomics and brand sociology at the University of Hamburg and psychology at the University of Lyon. After completing my studies, I worked for many years at the Institut für Markentechnik in Geneva, where I specialized in brand management and brand strategy for global companies. This was followed by a short period working as a consultant to the German Parliament in Berlin. Still fascinated by the power of brands and their socioeconomic dynamism—largely unheard of in Europe at that time—I was eventually drawn back into the business world.

I have worked for advertising agencies and corporations as a strategist and marketing manager. In 2006, I founded the research and consulting company Büro für Markenentwicklung (“Brand Development Bureau”) in Hamburg. I currently also manage the Innovation Laboratory set up by the Deutsche Seereederei Group.

In 2018, I was appointed to the world’s first professorship for brand sociology by the Mittweida University of Applied Sciences. I also teach at the University of Hamburg, the Lucerne University of Applied Sciences and Arts and the European Media and Business Academy (EMBA) in Hamburg. Guest lectures I was invited to give have taken me to England, Austria, Italy, Singapore and Indonesia.

Advertising and Brand Sociologist
Philosopher of Consumption

In my role as “The Brand Professor” and a “Philosopher of Consumption”, I have appeared in multiple well-known consumer magazines in Germany as well as on many German TV programs. I am also a regular guest on various nationally broadcasted radio shows.

I studied socioeconomics and brand sociology at the University of Hamburg and psychology at the University of Lyon. After completing my studies, I worked for many years at the Institut für Markentechnik in Geneva, where I specialized in brand management and brand strategy for global companies. This was followed by a short period working as a consultant to the German Parliament in Berlin. Still fascinated by the power of brands and their socioeconomic dynamism—largely unheard of in Europe at that time—I was eventually drawn back into the business world.

I have worked for advertising agencies and corporations as a strategist and marketing manager. In 2006, I founded the research and consulting company Büro für Markenentwicklung (“Brand Development Bureau”) in Hamburg. I currently also manage the Innovation Laboratory set up by the Deutsche Seereederei Group.

In 2018, I was appointed to the world’s first professorship for brand sociology by the Mittweida University of Applied Sciences. I also teach at the University of Hamburg, the Lucerne University of Applied Sciences and Arts and the European Media and Business Academy (EMBA) in Hamburg. Guest lectures I was invited to give have taken me to England, Austria, Italy, Singapore and Indonesia.

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.

 

Brand Consultant and Speaker

As a brand consultant over the past 20 years, I have supported more than 200 companies in 12 industries in questions of brand and advertising strategy as well as positioning.
In this capacity, I provide companies with radical strategies—based on clear and comprehensible ethical principles as well as scientific methods and findings—to ensure that the added value of their brand is sustained in the long term.

As a speaker, I have played an active role for the last 15 years in the “brand-related affairs” of companies, churches and political organizations at conferences, seminars and conventions.

Brand Consultant and Speaker

As a brand consultant over the past 20 years, I have supported more than 200 companies in 12 industries in questions of brand and advertising strategy as well as positioning.
In this capacity, I provide companies with radical strategies—based on clear and comprehensible ethical principles as well as scientific methods and findings—to ensure that the added value of their brand is sustained in the long term.

As a speaker, I have played an active role for the last 15 years in the “brand-related affairs” of companies, churches and political organizations at conferences, seminars and conventions.

“To have is to be.”

Bibliography

English Publication




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.

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

And many other brands ...

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