Dirk Nitschke, Head of Brand Consulting

“A brand can only be effective and valuable when the people who work with it every day understand it. I am fascinated by the interaction between people and brands – how their core remains identifiable even as they change and develop. An outstanding brand identity is the basis for everything, whether you are addressing consumers or your own employees. It is the both a spark that ignites and a space for identification – a motivational motor and a market driver. A brand’s genetic code determines its life cycle and its communication patterns. Defining and managing such brands – striking the balance between emotion and efficiency – is an exciting challenge in times of change.”

As the Head of Brand Consulting, Dirk Nitschke leads a team of brand consultants, brand consulting directors and research analysts. He is responsible for strategic brand consulting for our global clients and for further developing sustainable strategic tools for the future.

Before starting at MetaDesign, Dirk Nitschke was the Head of Planning at Springer & Jacoby and Managing Director of the strategic consulting unit LUCY Planning, where he was responsible for such clients as smart, Olympus, Osram, eBay and Mueller. After completing vocational training in commercial advertising and a master’s degree in social and business communication at the University of the Arts in Berlin, he went on to work for Trendbuero in Hamburg and ProSieben in Munich. He is co-author of several studies and publications on cult brands and youth culture.