What do I find Most Interesting about Brands?

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Striking in the sense of essential, impressive, extraordinary—that’s how a brand has to feel for me to be drawn to it. If brands manage to create a living being out of their product or service that is deeply grabbing at me. Then I surrender and I’ll buy them.

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For me to focus my affection on a brand, it must be able to tell me not what it can do or how great it is, but what it experiences, what challenges it faces, what it suffers from, what enchants it. I also want to have a sense of what it keeps silent about. If it can tell me that, then a brand is my highly desired counterpart. ​ 

 

An emotionally relevant brand narrative is the foundation of brand equity. Encouraging brands to achieve this high narrative level is my mission at Mushrooms Branding.

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What is my Role at Mushrooms Branding?

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A brand story becomes irresistible when it answers the question of what makes life worth living.

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At Mushrooms Branding, I recognize when a brand narrative ventures into existential realms of imagination—ones that feel fresh, do not conceal dangers, and at the same time, reveal viable paths out of emotional dead ends. Vague fantasy playgrounds about self-discovery or a generic love for nature, for example, stand no chance.

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A brand story is emotionally gripping when it dramatically penetrates our sensory perceptions.

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For Mushrooms Branding, I make sure that the narrative builds convincing bridges to human sensory delight—clearly describing what happens in our bodies when we encounter its essence. Dull or frantic sensory theatrics are quickly exposed. My focus is on ensuring that a brand narrative conveys surprising, profound, yet subtly hidden wisdom.

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What professional tools do I use?

 

As an experienced clinical and organizational psychologist, I am deeply familiar with the depths of the human psyche of people under pressure. I am proud to be a valued and lovingly "cheeky" counterpart for female investors, young entrepreneurs, and CEOs of established companies who dare to initiate unfamiliar changes of direction within their companies.

 

My repertoire ranges from classical health history  and the discovery of outstanding behavioral talents to paradoxical interventions in acute crisis situations. I am trained in deep psychology methods as well as systemic therapy.

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Thanks to my ability to steer unwaveringly between functionality and beauty, between tradition and new beginnings, and between fear and lightheartedness, I have successfully used my skills in behavioral cures to combat optimization mania or rigidity for companies in the gaming, logistics, mobility, tourism, healthcare, and energy industries.

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My loving curiosity for the world of technology has enabled me to contribute to the development and market launch of product and service innovations that use technology as an effective tool for vigilant, witty, and far-sighted action. Playful security, unruly mental health, sensitive habitats, and shapeshifting materials are keywords for products that have become popular with customers.

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My professional dedication focuses on the unruly expressions of mental health. In articles, behavioral studies, radio programs, workshops, and poetry collections, I have vividly described the diverse possibilities for forward-thinking behavior. The term "Dada Charms" has become my trademark.

 

A list of references for my activities is available upon request.

 

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Why is Holger E. Metzger My Partner of Choice?

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I work with Holger E. Metzger in a relationship built on intuitive trust. I deeply appreciate his fearless ability to critique. When I travel far into the future with my imagination, he brings us back to the present, coming to terms with reality.