Prof. Dr. Arnd Zschiesche

Prof. Dr. Arnd Zschiesche has been on stage for fifteen years as an expert for all questions relating to brands and brand management. With vehemence and striking practical examples, as a keynote speaker he represents the interests of the brand, the most important instrument for the long-term value creation of every company. His core concern: Brand is not a “make-a-wish” event - its strategic management is subject to extremely specific parameters, regardless of whether it is a global corporation or a local kebab snack bar. Prof. Dr. Arnd Zschiesche shows why brands are always destroyed from the inside, never from the outside: no brand goes bankrupt because customers decide overnight “We'll never buy brand XY again”. Brands go bust when customers no longer recognize their brand. That is why it is so important to stop all strategy, product, communication and marketing ideas that could weaken the brand in the short and long term in good time. His commitment to the brand has made him a sought-after discussion partner for the media for years. Since 2011, he has regularly appeared as a brand expert on ARD Markencheck, as well as on NDR Markt, WDR, SWR and MDR. He can be heard on the radio, including Deutschlandfunk and NDR Kultur. He has been a lecturer in brand management at Lucerne University of Applied Sciences and Arts since 2011 and regularly teaches at the University of Hamburg. His fifteen non-fiction and specialist books, including “Markenkraft im Mittelstand” and “Marke ohne Mythos. The first honest brand book or why so many people need a MINI” are aimed at practitioners and those interested in brands, some of which are now standard literature at universities. Zschiesche is the founder and has been Managing Director of Büro für Markenentwicklung in Hamburg since 2007.