Jürgen Castner
Senior Marketing Specialist
Experience
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
Founder, CEO, Brand Coach
SELLERY Advertising Forces Network
Account Director, Director Strategic Planning + New Business, Management Supervisor
Young & Rubicam Agency
Senior Consultant
McCann-Ericsson Agency
Consultant
BSS Agency
BRITA Water Filters / Water Dispensers
Situation and Challenge: BRITA's contribution to sustainability was not well-established in the minds of stakeholders. The brand's image as a sustainable entity was weak.
Task and Objective: 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.
Approach and Measures: Identified levers relevant to individual SDGs. Developed target group-specific factbooks for decision-makers in healthcare/clinics, the public sector, and corporations.
Results and Client Feedback: Increased sales led to a reduction of approx. 2,000 tons of CO2 per year for clients.
"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." Marita Bender, Marketing Director DACH, BRITA
Deerberg
Situation and Challenge: A national fashion brand, sustainable since its inception 36 years ago. However, "sustainability" is not communicated consistently and distinctively. Brand awareness is too low.
Task and Objective: Evolve into an international, recognized sustainable D2C fashion brand.
Approach and Measures: Brand relaunch, branding workshop, brand strategy, CI/CD, logo rebrush, 360° communication.
Results and Client Feedback: Brand awareness increased by 8%, positive customer feedback up by 12%, significantly improved image.
"Fantastic brand strategy. Great Coach!" Karin Maison, Chief Brand & Customer Centricity Officer, Deerberg
Heel - OTC Pharma
Situation and Challenge: 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.
Task and Objective: Development and establishment of brand architecture, repositioning of the brands Traumeel, Vertigoheel, and Neurexan. Homogenization of the brands during international roll-outs.
Approach and Measures: Brand strategy, brand architecture, branding workshops, positioning statements, implementation in print, TV, radio, mode-of-action videos, development of international launch guides.
Results and Client Feedback: Increase in brand awareness between 5 and 12%, increase in demand in the double-digit range. Harmonization of brand appearances during international launches.
"Very creative, communicative, brand and customer-oriented, very reliable" Dr. Sven Schäffer, Marketing Manager, Heel
Mango Media Poland
Situation and Challenge: 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.
Task and Objective: Comprehensive brand relaunch including a new visual identity and experience-oriented offline and online shop design.
Approach and Measures: Status analysis with employer and customer survey, repositioning, CI, CD with logo development, workshops, internal branding, shop-in-shop design, stakeholder management, creative coaching.
Results and Client Feedback: From a classic TV shopping channel to an omnichannel retailer, e-commerce sales increased by 280%, customer loyalty increased by 15%.
"Jürgen Castner is a top professional with excellent know-how in marketing and brand leadership. Thanks to his leadership, our brand was strengthened." Lars Buschbom, CEO, Mango Media (Poland)
Merz Pharmaceuticals
Situation and Challenge: 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.
Task and Objective: Repositioning of the brands Patentex Oval, Pantogar, and Contractubex, involvement, and activation of HPCs (Health Care Professionals).
Approach and Measures: Online training for doctors and pharmacists, print, TV, MoA videos. Digitalization of sales marketing – interactive online training programs.
Results and Client Feedback: Increase in sales revenues by an average of 12%. Increased acceptance among medical professionals.
"Very efficient and successful collaboration in the strategic and operational management of various OTC brands. Constructive and reliable." Helga Zink, Senior Director Marketing, Merz Pharmaceuticals
ProXES
Situation and Challenge: 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.
Task and Objective: Develop a customer-centric brand strategy. Involve management and employees.
Approach and Measures: Customer insights and personas, brand strategy, brand architecture, workshops for executives, employer branding.
Results and Client Feedback: Enhanced understanding of target groups and established a distinguished position as a customer-centric partner for system solutions. Employee satisfaction index increased by 8%.
"Jürgen Castner is a very experienced marketing consultant and brand coach. Perfect coaching in workshops on positioning, mission, vision, and more." Reinhard Thener, Group Director Marketing, ProXES
Rotkäppchen-Mumm
Situation and Challenge: A traditional brand in an outdated market segment, experiencing a decline in sales, customer reach, and key image dimensions.
Task and Objective: Reposition the brand as a contemporary spirit, establish new usage occasions, and attract younger target groups.
Approach and Measures: 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.
Results and Client Feedback: Successful repositioning with "Mixability." Excellent campaign test results. Sales increased by 12%.
"Competent, reliable, and excellent brand strategic management of complex projects." Stefan Goß, Marketing Director Spirits, Rotkäppchen-Mumm
Sunways Photovoltaics
Situation and Challenge: 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.
Task and Objective: Development of a sustainable brand strategy including corporate design, positioning, and claim.
Approach and Measures: Strategy, concept, implementation of a 360° campaign, including trade fair appearance realized within 6 months.
Results and Client Feedback: Sales growth of +30% in the first year after the campaign. The brand is top positioned with the subsequent sale of the company.
"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." Michael Groll, Marketing Director, Sunways