Storytelling
True differentiation comes from within. We merge your company’s history with strategic storytelling to create a grounded narrative that gives your brand depth and relevance.
My Approach
Everyone knows storytelling – but this is where it often goes wrong
- Your customers don’t understand what you are actually trying to say.
- You lack a strategy on how to leverage your story effectively.
- Your storytelling sends too many mixed messages and fails to represent your brand accurately.
Find Your Story
Projects
70 Years of adidas
In 2019, adidas celebrated its 70th anniversary, and our History Management Team was at the very heart of the festivities.
Brand Flagship Stores
When adidas opened its new flagship stores in New York City and London, we collaborated closely with the Retail and Design teams to integrate the brand’s heritage into the store environments.
Keeping the Brand Exhibition Fresh
From 2012 to 2020, I was responsible for the adidas Brand Exhibition—an internal showcase at the heart of the company headquarters designed to narrate both the history and the unique stories of the brand.
"Stories are equipment for living.”
– Kenneth Burke
Services
Brand Positioning & Personal Branding
Brand Heritage Strategy & History Storytelling
Narrative & Storytelling
My Partners
I have a large network of partners who can implement concepts and strategies as needed.
Frequently Asked Questions
Our customers often don't understand exactly what we do because we send too many messages. How do you solve that?
This is a very common challenge. Many companies have a lot to say—products, services, innovations—but no clear overall picture emerges externally.
In these cases, I first work on identifying the central story of the company: What does the brand stand for? What makes it unique? And what real value does it offer its customers?
From these answers, I develop a clear strategic narrative that serves as a North Star for communication, marketing, and content. This creates a “common thread” that connects all messages. The result: customers understand faster who you are, what you stand for, and why you are relevant.
What exactly is a "Brand Heritage Strategy" and why do we need it?
A Brand Heritage Strategy uses a company’s history, values, and evolution as the strategic foundation for brand communication.
Many companies have a powerful history —founding visions, innovations, key milestones, or a unique corporate culture. These elements can be turned into a powerful brand story.
I help companies structure this history and develop a clear strategy for marketing, communication, and brand management. A strong heritage strategy creates credibility, trust, and differentiation—especially in markets where products or services are very similar.
How do you develop a strong brand story and corporate narrative?
A strong brand story isn’t created through creative writing alone—it is based on strategy. I typically work with companies in several steps:
- Analysis of brand, market, and competition.
- Identification of the central values and strengths of the company.
- Development of a clear brand positioning.
- Derivation of a consistent brand story and narrative.
- Translation into communication, marketing, and content.
The goal is a story that is authentic, understandable, and relevant to the target audience while providing orientation for all brand communication.
Can every company develop a Brand Heritage Strategy?
Fundamentally, every company can benefit from a strategic brand story.
While a long company history can be helpful, it is not a requirement. Even young companies or startups have a story: for example, their founding idea, their vision, or their innovative approach.
What matters is not the age of a company, but the ability to translate its identity, values, and development into a clear and credible story. That is exactly what I support companies with.
Why is strategic storytelling crucial for businesses?
Strategic storytelling helps companies communicate complex content in an understandable and relevant way.
People remember stories much better than pure information or advertising messages. A strong corporate story therefore gives direction, emotion, and trust.
Whether in marketing, brand management, or internal communication, storytelling ensures that messages are consistent and carry clear meaning.