Our Team

Experienced, competent, committed: Our team.

Spirit for Brands stands for diversity instead of uniformity. What unites us all, however, is our enthusiasm for branding. With different experiences and skills, we create relevant analyses, new ideas and measurable results for our customers.

Walter Brecht

Managing Partner

Walter has been advising companies in the field of brand development, brand management and brand communication for over 20 years, formerly as Chief Executive Officer of Interbrand in Central & Eastern Europe. His consulting focus: Brand positioning, brand strategy, structuring of implementation processes and the development of structures, processes and tools in brand management.


In addition to experience in trademark litigation in the context of mergers, spin-offs, repositionings and privatizations, Walter looks back on international projects in tourism, banking, services and capital goods. He regularly publishes and lectures on these focal topics.

Alexander Rauch

Managing Partner

Over the past 20 years, Alexander has gained extensive consulting experience in the field of brand and marketing, including as strategy director and member of the management board at Interbrand. He has supported companies such as Bayer, BMW, Deutsche Telekom, SAP, Randstad and Evonik in questions of brand strategy and brand management. He began his career in corporate marketing (automotive, FMCG).


His expertise focuses on the development of brand positioning, the definition of brand architectures, brand controlling, the implementation of brand turnarounds as well as internal brand mediation and employer branding.


Alexander focuses on the service, life science, lifestyle and fashion sectors. In addition to his regular lectures, Alexander is a lecturer for brand management at the Macromedia University in Cologne.

Dörte Jung

Senior Consultant

Dörte is an experienced brand consultant. In her previous position as Communications Manager at Vodafone, she gained several years of experience in the telecommunications and agency environment. Today, her expertise lies in the development and definition of brand positioning and brand strategies as well as in the structuring and development of implementation processes and instruments.


Her main industries are telecommunications, online business, tourism and services.

Torsten Schmeka

Senior Consultant

Torsten has gained a wealth of experience over the past few years in our mandates e.g. with Bayer, Randstad or ic! berlin. He began his career in market research with a focus on strategic sports marketing and sponsorship as well as brand communication.  Torsten focuses on the development of brand positioning, brand architecture, brand portfolio strategies, customer experience and branding & communication strategies.

His industry focuses are life sciences, services and consumer goods.

Phillip Markowsky

Senior Consultant

Phillip is a trained design manager with many years of experience in the conceptual and creative development of brands. His consulting focus lies in the development of brand positioning and brand strategies the derivation of design tasks and their implementation processes as well as monetary brand valuation.


Phillip focuses on services, lifestyle & fashion and tourism.

Julia Thull

Junior Consultant

Julia studied cultural anthropology and sociology before earning her master's degree in media management. As a consultant, she remains particularly interested in the social contexts and dynamics in strategic brand management. Her expertise lies in the development of brand positioning and target group analyses as well as in the areas of customer experience and internal and external communication.

Julia's industry focus is on lifestyle and fashion, consumer goods, services and social media.

Sonya El Hadouchi

Junior Consultant

Sonya studied Global Brand and Fashion Management in Cologne and London and has gained a wide range of experience in the fields of sports marketing, lifestyle, and consumer goods in the agency environment.

She has supported companies in the strategic and operational development and implementation of brand strategies.

Her expertise lies in the development and definition of brand positioning and brand strategies, the derivation of implementation processes, and internal and external communication.

Sonya's industry focus is on services, lifestyle and fashion, tourism, and social media.

Jens-Ole Kracht
Associate Creative Director

Jens-Ole has been working for more than 20 years on the development of concepts for brand experience in the third dimension: such as the store concept of the Deutsche Telekom and the trade fair appearance of ABB. During this time, Jens-Ole has acquired extensive experience and in-depth knowledge of planning, implementation and particularly about the creative development of a three-dimensional brand experience.

For this task, he has developed a 3D process with which he interprets and implements the basic idea of the brand.

Felix Busch

Associate Design Partner

Felix is the creative force behind many of our successful projects, and a seasoned and competent identity designer. Among other assignments, he has been with Interbrand as a senior designer for many years, heading projects in brand and corporate communications, as well as sponsoring (e.g. for Deutsche Telekom). For our clients, Felix develops, implements, and adapts fulll-scale identity programs  - from basic elements to PowerPoint. He also realizes projects in internal communications, including animations and film.

Your career at Spirit for Brands

Have you been bitten by the branding bug?

Are you fascinated by and enthusiastic for the brand phenomenon?

Have you already gained some experience in branding?

Are you looking for a career start or a new challenge?

Then get in touch with us.

We are hiring:

Consultant Brand Analytics

Spirit for Brands Markenberatung GmbH

Im Klapperhof 33

50670 Cologne, Germany

+49 221 474 438 - 0


 © Spirit for Brands 2022

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