Our favourite clients to work for?

We don’t normally talk much about our clients and the consulting work we do for them. And there’s a good reason for that. Most of this work is confidential and therefore cannot be shown in public. And of course we take this request for confidentiality extremely seriously.

Nevertheless – and without giving away too many specific details – we can say that we have helped some of the most successful companies and brands to grow beyond themselves and become the best version of themselves. As a rule, the focus was either on their customers or their employees. Often both. And we are really proud of this work!

The starting point is always our human-centric approach to strategy, identity, brand and organisational development and their implementation in value-creating employee and customer experiences.

What our clients say about us

Whatever we do for you, we do it with passion. And with the ambition to be the best partner you can find for your very specific challenge. That’s why what our customers say about us and our work is very important to us. It illustrates our attitude, the way we build a partnering relationship and how we achieve real change:

“We have experienced absolute professionals with a clear set of values who represent and realise their mission with 100% credibility and excellence.

The team of beta is the new normal managed to really delve deep into our challenges on the way to true consumer obsession. What I found particularly outstanding was the precise analysis and evaluation of our current situation and the methodically sound and professional, yet empathetic guidance of our project team towards our goal.

In addition to all the professionalism, the collaboration was also a real pleasure and enrichment on an interpersonal level.

A performance that I have rarely experienced from a service provider.’

Vice President | BU Talent Sourcing | Tech Company

“Felix and the beta is the new normal team have played a key role in shaping our transformation into a customer-centric organisation – from analysing customer needs and customer journeys, to developing new innovative offerings, to managing the internal change process with the creation and introduction of new responsibilities, structures, processes and working methods.

But the most important thing was that the collaboration was always characterised by great mutual appreciation, inspired us and was fun, and we always felt that we were in the best hands with Felix – even in challenging situations.’

Chief Marketing Officer | Financial company

“Felix supported us when I led a comprehensive global programme to consolidate our brand portfolio, reposition our global business and further develop the customer experience.

He is an extremely capable strategist with a deep understanding of business models who makes intelligent and effective recommendations. Felix also doesn’t hesitate to get his hands dirty when necessary – to ensure that a project stays on track and achieves the planned results on time and within budget.

I particularly appreciated the work around our complex B2B customer journeys and using his knowledge to take the customer experience to the next level for a wide range of different target segments.”

Global Director | Customer Experience | B2B company

“Felix accompanied us in a team development process in which employees from previously different departments had to form a new team under my leadership.

His smart questions and strategic thinking supported me as a manager throughout the entire process.

Felix is very present in workshops or moderations, is sensitive to people and group dynamics and works very constructively with a wide range of (emotional) feedback, questions and needs.

Thank you for all your support!”

Team Lead | Organisational Development & Knowledge Management | Charitable Foundation

“We were looking for a strategic sparring partner with a lean structure. Not a large consultancy with a big team that would eat up our budgets, but direct access to a senior partner with extensive knowledge and experience.

Someone who combines comprehensive brand and marketing expertise with real business acumen. Someone who can easily support us in our day-to-day strategy work and special projects. Someone who has extensive methodological knowledge and can be utilised for a variety of tasks. Someone who is equally accepted and able to act at all levels – from junior team members to board members.

Expanding our team in this way with Felix has proved extremely successful for us – for more than 6 years now.”

Global Director | Brand Strategy & Management | Electronics Company

“I worked with Felix on a corporate branding project. At the time, we didn’t have much expertise in branding, which is why we wanted and needed to bring in external support.

Felix quickly became a trusted advisor to the EMEA leadership team – far beyond branding and reputation management. His ability to listen, evaluate, analyse and gain meaningful insights quickly made him a valued partner at board level.

In addition, one of Felix’s many strengths is his ability to connect the dots and look beyond the obvious. He always keeps an eye on the big picture and makes it visible to others, while at the same time paying attention to the relevant details that ultimately make the difference.

Felix is also a leader who has an eye for talent and emerging leaders and helps build strong teams that deliver outstanding results.

With Felix and his team, we were able to truly work as ONE team – rather than a traditional client-consultant constellation. This was only possible due to Felix’s open mindset, attitude and strong leadership, which ultimately made the project a success.

Working with Felix is a real inspiration and a great pleasure, and I can only warmly recommend him as a business partner and consultant.”

Vice President | Public Affairs & Communications EMEA | Medical devices company

„Felix is a highly strategic and versatile professional with a real passion for brands. He is articulate, persuasive and has a great sense of what it takes to make an impact at board level. His experience in brand management is unrivalled and he adheres to the highest ethical standards in business. A quality that cannot be underestimated in today’s world.”

My former boss ...

Who we work for

We don’t work for everyone. But over the past 25 years, we have gained a lot of experience in a wide range of industries and tasks. This has allowed us to grow again and again. And we believe this is crucial if you want to help others grow beyond themselves and become the best version of themselves:

Airbus

// Brand Strategy // Brand Positioning // Brand Activation & Engagement //

Aktion Mensch

// Customer Insights & Analytics // CX Strategy & Operating Model // Customer Journey Mapping // CX Gap Analysis & Optimisation // CX Close-the-Loop Processes // CX VoC Tracking // Digital CX Management Platform // New Product Innovation // Innovation Sprints // Personal Coaching //

Allaoui @ Sturm & Drang

// Customer Research // Expert Think Tank // Corporate Identity // Brand Strategy // Brand Architecture // Brand Positioning //

American Express

// Communication and Advertising Strategy //

ARAG

// Purpose & Narrative // Brand Strategy // Brand Positioning // Brand Identity (Design) // Brand Management // Brand Activation & Engagement // Product Innovation // CSR Engagement //

Axel Springer

// Brand Architecture // Brand Identity (Design) //

BASF

// Brand Strategy // Brand Architecture // Brand Positioning // Brand Identity (Design) // Digital Product Development // Service Design // Internal Change Management // Market Launch Strategy & Value Proposition //

BMW

// Customer Experience Strategy // Customer Experience & Service Design // CX Business Ecosystem Blueprinting // CX Touchpoint Design & Business Casing // CX Touchpoint Implementation //

Bremer Landesbank

// Vision, Mission & Values // Corporate Identity (Design) // Corporate Transformation & Change Management // Internal Engagement & Activation //

Campbell's

// Brand Portfolio Management // Brand Architecture // Packaging Design //

comdirect

// Brand Positioning //

Commerzbank

// Brand Strategy // Brand Architecture // Brand Positioning // Sponsoring Strategy //

Deutsche Apotheker- und Ärztebank

// Brand Vision // Brand Positioning //

Deutsche Bahn

// Communication and Advertising Strategy //

Deutsche Bank

// Brand Strategy // Brand Architecture // Brand Positioning // Brand Identity (Design) // Brand Activation & Engagement // Change Management // Customer Experience Strategy // Customer Journey Mapping // Customer Analytics & Tracking Strategy // Customer Lab Development & Implementation //

dm Drogeriemarkt

// New Product Development // Packaging Design // Touchpoint Design //

Dräger

// Brand Architecture // Brand Positioning //

Dresdner Bank

// Brand Strategy // Brand Architecture // Brand Positioning // Brand Identity (Design) // Brand Activation & Engagement // Change Management //

EON

// Brand Positioning //

e-plus

// Brand Strategy // Brand Architecture // Brand Positioning // Brand Identity (Design) //

ERGO

// Brand Portfolio Management // Brand Architecture //

FC St. Pauli

// Brand Manifesto // Brand Positioning // Brand Identity (Design) //

Grand Vision – Apollo Optik

// Brand Strategy // Brand Portfolio Management // Brand Architecture // Brand Positioning // Brand Identity (Design) //

Heinrich Böll Stiftung

// Organisational Development // Departmental Identity (Purpose, Vision, Mission & Strategy) // Team Development //

Henkel

// Brand Strategy // Brand Portfolio Management // Brand Architecture & Nomenclature // Brand Positioning // Brand Identity (Design) // Brand Activation & Engagement // Customer Experience Strategy // Customer Journey Mapping // CX Gap Analysis // CX Optimisation Strategy //

Host Europe

// Brand Strategy // Brand Positioning // Brand Identity (Design) //

IKEA

// Brand Strategy // Brand Positioning for Shopping Centres //

Johnson & Johnson

// Brand Strategy // Sub-Brand Strategy // Brand Positioning // Brand Activation & Engagement // Change Management // Value Proposition Development // Communication Strategy //

Miele @ Jovoto

// New Product Development // International Creative Pitch //

Karstadt

// Brand Strategy // Brand Positioning // Customer Journey Mapping // Customer Experience Strategy //

Klöckner Pentaplast

// Corporate Social Responsibility // Diversity & Inclusion Strategy //

Kraft Heinz

// Brand Portfolio Management // Brand Architecture // Packaging Design //

LIQID

// Brand Essentials (Purpose, Vision, Mission, Values, Brand & Value Proposition, Personality, Benefits, Reasons to Believe) // Brand Architecture //

Lufthansa Group

LHT: // Brand Strategy // Brand Positioning // Brand Identity (Design) //
LHIND: // Value Activation // Cultural Change // Change Management // Agile Formats // Liberating Structures //

Mitteldeutscher Rundfunk

// Brand Positioning // Brand Activation & Engagement //

Mercedes-Benz

// Brand Vision // Brand Positioning // Brand Identity (Design) // Brand Management //

Münchner Rück

// Brand Portfolio Management // Brand Architecture //

New Work // XING

// Customer-centric Business Transformation & Organisational Development // Cultural Change & Operating Model – Analysis & Transformation Strategy // Coaching & Management of Working Groups & Initiatives // Metrics & KPI System to Measure Value Creation for the Customer // Internal Events, Workshops & Communication to Drive Change // Gamification & Training // Consulting & Process Management //

Nordea

// Brand Positioning //

Octapharma

// Brand Positioning //

ams OSRAM

// Brand Strategy // Brand Architecture // Brand Positioning // Sub-Brand Positioning // Ingredient Branding Strategy // M&A Strategy // Brand Licensing // Brand Integration // Co-Branding & Co-Marketing Strategy // Tech Stack Strategy // Team Purpose // Team Development //