Who we are

We are Germany’s oldest well-known owner operated branding company. There are good reasons we are considered pioneers of modern branding. From the start – i.e. since 1988 – we have emphasized the importance of artificial names, taking into account the international demands. To date, we have developed several hundred names and successfully rolled them out in partnership with our customers. Don’t worry, we won’t barrage you with all of these names right now. We will just share a few select brands that are known all over Europe or even worldwide.

VECTRA
…the brand that put us on the map in 1987

EVONIK INDUSTRIES
Evonik is one of the world’s leading specialized chemicals suppliers

Porsche PANAMERA

XETRA
XETRA is an electronic trading system that controls the sale and acquisition of stocks exclusively via computer systems

TWINGO

AMAROY
ALDI’s coffee brand

SMART
The new Smart EQ

TARGOBANK

ACTROS

PERSIL MEGAPERLS

RULANTICA
The new waterpark of the world’s best recreational park, the Europapark

LE CENTORIAL
An office complex in Paris

My son Julian and I use this system to develop names and pair this work ethic with a clear philosophy, which is based on a remarkable quote of Christian Friedrich Hebbel, the German poet:

In any event, it is better to be an awkward square something than a round nothing.”
– Christian Friedrich Hebbel

This statement simply describes a clear, independent and distinctive brand personality that does not want or has to please everyone.

We do not aim to develop cute little names, but names that create the prerequisite for true brand personalities.