Brand Consultancy since 1994
Strategy meets
experience.
Since 1994, we have supported companies in developing their brand strategy in international markets — to create lasting value. With analytical depth, strategic conviction and an eye for what matters.
More thorough
than others.
Lünstroth identifies the genuine competitive strength of companies and products — and makes that strength tangible. Developing strength profiles and translating them into brand identity is the core competence that distinguishes us.
We think the whole picture — offline and online, B2B and B2C, national and international. Our red thread delivers consistency where specialists often lose their way.
Since
1994
Founder & Managing Director
Peter Lünstroth M.A.
Brands as
cultural systems.
Most brand agencies think in business terms — brands as marketing tools, positioning as a competitive differentiation mechanism. That is correct, but insufficient. Because brands are not primarily economic constructs. They are cultural ones: they emerge from the interplay of meaning, symbol and identity — and operate differently depending on the social and cultural context they enter. Their economic value stems from their ability to foster loyalty, which is largely determined by the cultural context. This ability has a significant impact in the B2C sector and also plays a key role in determining prices in the B2B context.
Peter Lünstroth studied law, philosophy, political science and ethnology. This combination is not an academic coincidence — it is the foundation of a brand understanding that incorporates cultural depth structures, value systems and social dynamics into strategic work. The ethnological perspective in particular proves indispensable when brands are managed across different markets and scaled globally.
Law
Structural thinking, IP law, trademark protection — essential for brand architecture and holding logic.
Philosophy
Values, meaning, purpose — the foundation of any brand identity that wants to be more than surface.
Political Science
Power, stakeholders, decision-making processes — thinking at eye level with executive boards and management.
Ethnology
Cultural construction of meaning, symbol systems, identity formation — the decisive advantage in global brand management.
"The ethnological training is not academic ornament. It is the foundation for understanding cultural meaning systems as a strategic variable — which is precisely what you need when brands must function across different cultural environments."
As Creative Director he was responsible for brands including Apollinaris, Casio, Dr. Oetker, Melitta, Procter & Gamble and S.Oliver. Today he serves as a lecturer at the Federal Patent Court, visiting lecturer at FHM and is the author of »Machiavelli for Business«.
Request a conversation with Peter Lünstroth →What drives
us.
I.
Strength over beauty
Design without strategy is decoration. We always start with the analytical truth — and end with an identity that unites both.
II.
Resolving complexity
Large companies have complex brand landscapes. Our task is to create order — without sacrificing strengths.
III.
Thinking European
Markets differ. Cultural, legal and competitive distinctions are part of every strategy — not an afterthought.
IV.
Discreet partnership
Not everything we develop is shown here. Confidentiality is not a compromise for us — it is the prerequisite for good consulting.
30 years.
One conviction.
Founded
Established as a strategic marketing consultancy focused on mid-market companies in German-speaking Europe.
Creative agency
Expanded with creative execution capabilities — strategy and creation under one roof. First office in Bielefeld.
Brand agency
Transformation into a full-service brand agency. International projects, brand architecture as core competence.
Berlin & digital
Second office in Berlin. Expansion of digital brand management and implementation capabilities.
Management consulting for brand strategy
Lünstroth guides decision-makers at international companies through strategic brand decisions — from analysis to identity.
We are there.
Get to know us
personally.
A first conversation is without obligation. What we bring: preparation, listening and substance.