BRANDS – IT’S ALL IN THE MIND
LOGOS ARE THE FASTEST, MOST UNIVERSAL FORM OF COMMUNICATION AVAILABLE
Seeing a familiar logo triggers a whole range of images and associations in our brain – they evoke emotions and influence our behaviour. This is usually an unconscious process.
Strong brands can purposely influence this perceptual process by carefully aligning and controlling their messages and campaigns. This process fascinates me and is the reason why I love my consulting job. Thanks to my specialist training and wealth of experience as a brand consultant, I have developed creative and analytical techniques that have proven to be a vital skill set for creating successful brand identities.
STATIONS OF MY CAREER
INDEPENDENT BRAND SPECIALIST
01/2018 – present
I founded Patrick Andersen Brand Consulting, which specialises in the strategic development of brands. My services include
– Strategic brand consulting
– Brand workshops
– Brand design development
– Visual communication concepts
– Keynote presentations
FREELANCE LECTURER AT THE UNIVERSITY OF ZURICH
2010 – present
As a freelance lecturer at the University of Zurich, I organise and deliver my own lecture course titled ‘From strategy to image – the secret of successful brands’. My courses focus on the basic principles of theoretical and practical brand communication. The 14 lectures per semester are attended by an average of 150 students.
YEARS OF EXPERIENCE
LECTURE COURSES GIVEN
MINUTES SPEAKING TIME PER COURSE
MANAGING DIRECTOR OF ID-EE BRAND AGENCY
05/2012 – 12/2017
As the managing director, I successfully built a full service agency specialising in digital brand communication services.
MASTER’S DEGREE IN COMMUNICATIONS AND ECONOMICS
UNIVERSITY OF ZURICH
10/2000 – 05/2006
Main subject: Communication Studies
First subsidiary subject: Economics
Second subsidiary subject: Criminology
Master’s thesis: Are we slaves to the music in audio-visual advertising?
Term paper: The modern brand management of Red Bull
Al’fiya Beratung AG
‘Patrick stands out on account of his marketing expertise and excellent sales skills. With analytical precision, he identified how we can use our brand to increase our turnover. The collaboration with Patrick is valuable and inspiring.’