I am Alexander R. Schröder, or simply Alexander or Alex. I have been helping companies to manage and develop their brands and brand portfolios for over 25 years. I combine methodical expertise with strategic vision and a strong focus on implementation.
There are many explanations for the term brand. I use a very simple one: A brand is the sum of all experiences people have with a company and its employees and offerings. These experiences embed in their minds and hearts as images, thoughts, emotions and stories.
Based on these experiences, people decide for or against a company and / or its offerings – as employees, customers or partners.
It is therefore important for business success that these experiences are moderated and controlled in a comprehensive and targeted way. If the appropriate objectives, people, content, instruments and structures for corporate and brand management are missing or do not mesh smoothly, efficiency, quality and impact fall short. As a result, companies are not realizing their potential and valuable resources are being wasted.
The performance and effectiveness of brand management must be continuously reviewed and further developed. If an efficient brand management system is in place, the brand can contribute to business success in the best possible way.
With my experience, skills and perspectives, I offer you support in the review and further development of your brand management system — to increase the performance and future readiness of your brand(s).
I always take an integrated approach to corporate and brand management.
