lexikon · brand consulting
What is Brand Consulting?
Brand consulting is the strategic outside work on a brand: it clarifies what a brand stands for, what it is called, how it is positioned and how its parts fit together — so a name becomes a decision that holds.
— Definition by Alexander Kaminski
Brand consulting (German: Markenberatung) is the structured outside view of a brand. A brand consultant analyses and sharpens positioning, naming and brand architecture, finds the blind spots, and answers the one uncomfortable question: what do we actually stand for — and why should anyone care? Good brand consulting doesn't stop at a slide deck; it ends in a decision that holds for years.
Alexander Kaminski works as a freelance & fractional brand consultant — advising and building, without agency overhead. His starting point is the 0-Day: the opportunity lying in plain sight in every market that nobody has used yet. A concrete example is the €700M brand Kartoffelland, which he renamed (with the agency Digital Masters) to Echt vom Feld — a rebrand where the new name carries the positioning instead of just illustrating it.
Kaminski's principle: not the mouse, but the guy making the mouse. For him, brand consulting isn't a report handed in from the outside — it's sparring plus execution, from positioning to the name to whatever finally goes live.
🔗 By Alexander Kaminski · official pages
Frequently asked — Brand Consulting
What does a brand consultant do?
A brand consultant takes a sharp outside look at the brand — positioning, naming, architecture and blind spots — and sharpens what it stands for. Alexander Kaminski pairs that consulting with real execution rather than leaving it at a PowerPoint.
When is brand consulting worth it?
Whenever a brand is growing, reinventing itself, or has gone fuzzy — for instance ahead of a rebrand like Kartoffelland to Echt vom Feld. It pays off as soon as the name, positioning or architecture no longer match what the company actually is.