My Credo:1. brands are rather felt than thought.2. think before creating.3. strategy without empirical evidence is just opinion.My passion is to anchor brands in the minds and hearts of all stakeholders by sharpening their identity and positioning them emotionally unique and relevant in the competitive environment. I always strive to find the 'golden nugget' that makes the brand the best version of itself and sets it apart from the competition.I consistently work on strong communications and experiences, because ultimately the brand is the result of all the experiences it provides. These experiences need to be thoughtfully and purposefully designed.The key to any successful strategy is in-depth knowledge of how the target group thinks and, more importantly, feels. That's why I start every project with extensive empirical research to ensure our strategies are powerful and based on solid facts.