Jürgen Castner
Founder, CEO, Brand Coach
Experience
Jun 2019 - Present
6 years 2 monthsOberursel, Germany
Founder, CEO, Brand Coach
Markenzentrale
- Entrepreneurial personality
- Strategically savvy brand architect, marketing expert, communications professional
- Broad experience in B2B and B2C business and communication categories
- Profound know-how in the use of all classic and digital communication tools + channels
- Proven success in brand building and future-oriented brand development
- Corporate identity, strategy and concept, corporate design, customer insight management
- Developed and implemented "Brand Central," a comprehensive online tool designed for effective brand management and control, catering primarily to medium-sized businesses.
- Acquisition of new customers and realization of additional orders from existing customers
- Effective and efficient project management, with a keen eye on feasibility and budget constraints
- Reliable network
- B2C – Household: AEG, BRITA, Gardena, | Fashion: Deerberg Puma | Food & Beverages: Danone, Deit, Frucade, Chantré, Echter Nordhäuser, Rotkäppchen-Mumm | Pharma: Heel, Merz | Media: Wiley, Mango Media, Burda
- B2B – Chemicals: Klöckner Pentaplast, Symrise | Consulting: Deloitte, BearingPoint | Mechanical Engineering: ProXES, Single Temperiertechnik | Material Handling: Linde | Photovoltaics: Sunways
- Brand building, brand strategy, brand architecture, (re)positioning, relaunches, CI, CD
- Marketing - strategy, conception, implementation; B2B, B2C, D2C, online, offline
- 360° communication, advertising, promotions, trade marketing, content strategy, business development, internal branding, employer branding
Mar 1997 - Present
28 years 5 monthsOberursel, Germany
Founder, CEO, Brand Coach
Sellery Advertising Forces Network
Oct 1990 - Dec 1996
6 years 3 monthsAccount Director, Director Strategic Planning + New Business, Management Supervisor
Young & Rubicam Agency
Jun 1989 - Sep 1990
1 year 4 monthsSenior Consultant
McCann-Ericsson Agency
Jun 1986 - May 1989
3 yearsConsultant
BSS Agency
Germany
Marketing Expert, Brand Architect, Team Leader
BRITA
- BRITA’s contribution to sustainability was not well-established in the minds of stakeholders. The brand’s image as a sustainable entity was weak.
- Position BRITA as a credible leader in sustainability. Convince critical stakeholders through communication backed by data and facts. Boost the brand’s image and increase sales.
- Identified levers relevant to individual SDGs. Developed target group-specific factbooks for decision-makers in healthcare/clinics, the public sector, and corporations.
- Increased sales led to a reduction of approx. 2,000 tons of CO2 per year for clients.
- Client Feedback (Marita Bender, Marketing Director DACH, BRITA): "Highly professional approach, analytical-conceptual mindset and procedure. It’s a pleasure working with Jürgen Castner, very customer-oriented and pragmatic. Excellent job. Greatly assisted in customer acquisition.“
Germany
Marketing Expert, Brand Architect, Team Leader
Deerberg
- A national fashion brand, sustainable since its inception 36 years ago. However, "sustainability" is not communicated consistently and distinctively. Brand awareness is too low.
- Evolve into an international, recognized sustainable D2C fashion brand.
- Brand relaunch, branding workshop, brand strategy, CI/CD, logo rebrush, 360° communication.
- Brand awareness increased by 8%, positive customer feedback up by 12%, significantly improved image.
- Client Feedback (Karin Maison, Chief Brand & Customer Centricity Officer, Deerberg): "Fantastic brand strategy. Great Coach!"
Germany
Marketing Expert, Brand Architect, Team Leader
Heel
- Heel has individual brands like Traumeel, Vertigoheel, and Neurexan in highly competitive markets. The competitive pressure is increasing, and at the same time, hardly any synergy effects are achieved through the parent brand.
- Development and establishment of brand architecture, repositioning of the brands Traumeel, Vertigoheel, and Neurexan. Homogenization of the brands during international roll-outs.
- Brand strategy, brand architecture, branding workshops, positioning statements, implementation in print, TV, radio, mode-of-action videos, development of international launch guides.
- Increase in brand awareness between 5 and 12%, increase in demand in the double-digit range. Harmonization of brand appearances during international launches.
- Client Feedback (Dr. Sven Schäffer, Marketing Manager, Heel): "Very creative, communicative, brand and customer-oriented, very reliable"
Poland
Marketing Expert, Brand Architect, Team Leader
Mango Media Poland
- Mango Media Poland was limited in its niche as a TV shopping channel. Outdated logo/CD. The transformation to a modern omnichannel retailer is to be strategically and creatively accompanied.
- Comprehensive brand relaunch including a new visual identity and experience-oriented offline and online shop design.
- Status analysis with employer and customer survey, repositioning, CI, CD with logo development, workshops, internal branding, shop-in-shop design, stakeholder management, creative coaching.
- From a classic TV shopping channel to an omnichannel retailer, e-commerce sales increased by 280%, customer loyalty increased by 15%.
- Client Feedback (Lars Buschbom, CEO, Mango Media (Poland)): "Jürgen Castner is a top professional with excellent know-how in marketing and brand leadership. Thanks to his leadership, our brand was strengthened.”
Germany
Marketing Expert, Brand Architect, Team Leader
Merz Pharmaceuticals
- Merz has established brands like Patentex Oval, Pantogar, and Contractubex that have aged and no longer have the support of HPCs (Health Care Professionals) as in past years.
- Repositioning of the brands Patentex Oval, Pantogar, and Contractubex, involvement, and activation of HPCs (Health Care Professionals).
- Online training for doctors and pharmacists, print, TV, MoA videos. Digitalization of sales marketing – interactive online training programs.
- Increase in sales revenues by an average of 12%. Increased acceptance among medical professionals.
- Client Feedback (Helga Zink, Senior Director Marketing, Merz Pharmaceuticals): "Very efficient and successful collaboration in the strategic and operational management of various OTC brands. Constructive and reliable."
Germany
Marketing Expert, Brand Architect, Team Leader
ProXES
- ProXES is the merger of 3 brands - Stephan, Terlet, and FrymaKoruma, each with different corporate cultures. There was a need for internal and external profiling of the ProXES umbrella brand.
- Develop a customer-centric brand strategy. Involve management and employees.
- Customer insights and personas, brand strategy, brand architecture, workshops for executives, employer branding.
- Enhanced understanding of target groups and established a distinguished position as a customer-centric partner for system solutions. Employee satisfaction index increased by 8%.
- Client Feedback (Reinhard Thener, Group Director Marketing, ProXES): "Jürgen Castner is a very experienced marketing consultant and brand coach. Perfect coaching in workshops on positioning, mission, vision, and more."
Germany
Marketing Expert, Brand Architect, Team Leader
Rotkäppchen-Mumm
- A traditional brand, Chantré Brandy, in an outdated market segment, experiencing a decline in sales, customer reach, and key image dimensions.
- Reposition the brand as a contemporary spirit, establish new usage occasions, and attract younger target groups.
- Brand relaunch, customer insights, brand strategy, repositioning, concept development, testing, and a 360° campaign (TV, radio, billboards, ads, PoS, online, word-of-mouth, events), monitoring.
- Successful repositioning with "Mixability." Excellent campaign test results. Sales increased by 12%.
- Client Feedback (Stefan Goß, Marketing Director Spirits, Rotkäppchen-Mumm): "Competent, reliable, and excellent brand strategic management of complex projects."
Germany
Marketing Expert, Brand Architect, Team Leader
Sunways
- As a German photovoltaics company, Sunways increasingly had to face international competition. Until then, there was neither a brand strategy nor a relevant differentiating positioning.
- Development of a sustainable brand strategy including corporate design, positioning, and claim.
- Strategy, concept, implementation of a 360° campaign, including trade fair appearance realized within 6 months.
- Sales growth of +30% in the first year after the campaign. The brand is top positioned with the subsequent sale of the company.
- Client Feedback (Michael Groll, Marketing Director, Sunways): "As a competent partner, Jürgen Castner stood by us during the brand building as well as throughout the entire implementation phase. In addition to the professional and structured working method, we were particularly convinced by his passion."
Summary
- Entrepreneurial personality
- Strategically savvy brand architect, marketing expert, communications professional
- Profound know-how in the use of all classic and digital communication tools + channels
- Proven success in brand building and future-oriented brand development
- Corporate identity, strategy and concept, corporate design, customer insight management
- Developed and implemented "Brand Central," a comprehensive online tool designed for effective brand management and control, catering primarily to medium-sized businesses.
- Acquisition of new customers and realization of additional orders from existing customers
- Effective and efficient project management, with a keen eye on feasibility and budget constraints
- Reliable network
Languages
German
NativeEnglish
AdvancedFrench
Advanced Education
University of Media
Diploma in Industrial Engineering, Advertising Economics · Stuttgart, Germany
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