And true to the co-creation theme, the book contains a variety of voices. When we started writing, we thought it was important to incorporate the latest thinking within the field. So we invited researchers, managers and consultants from around the world to share their work and experiences. Our co-creators have enlivened the book and brought a fascinating diversity of ideas for you to investigate – everything from describing a workshop with the wealthy elite in Los Angeles to using online ethnographic research into coffee culture, to understanding the diversity that defines an art museum brand.

Additionally, we are really grateful for the insights of our interviewees, who helped to provide depth and powerful examples of brand co-creation.

Our deepest thanks go to our Co-Creators and to Prof. Venkat Ramaswamy who was so kind to write an insightful foreword to our book.

List of Co-Creators

Dr. Carsten Baumgarth is Professor of Brand Management at the Berlin School of Economics and Law (Germany).

Rinske Brand is a place branding strategist and founder of BRAND The Urban Agency, a boutique agency focused on making cities greener, smarter, more innovative and dynamic.

Dr. Nick Coates is Global Creative Consulting Director at C Space. The focus of his PhD was on French Caribbean literature.

Pierre D´Huy is Chair of Innovation and Permanent Transformation at EDHEC Business School in Paris. His most recent book is L’innovation pour les Nuls.

Dr. Francisco Guzmán is Professor of Marketing and Distinguished Teaching Professor for the Department of Marketing, Logistics, and Operations Management in the G. Brint Ryan College of Business at the University of North Texas.

Christin Franzel was CMO of Ottobock from 2012 to 2018. She oversaw the Global Marketing Communications and was responsible for the rebranding process, Global Brand Management as well as Sport Marketing & Sponsoring and Digital Transformation.

Fabian Gärtner, at the time of editing this book, was a Master Student at Koblenz University of Applied Sciences. He studied Business Management with a focus on International Business & Marketing.

Dr. Lucy Gill-Simmen is a Lecturer in Marketing at Royal Holloway, University of London.

Dr Richard Gyrd-Jones is Professor (MSO) at Copenhagen Business School and Docent at Oulu Business School, Finland. His research focuses on challenges to managing brands in the context of multiple stakeholder eco-systems with a particular focus on brand identity co-creation and issues around the implementation of branding strategies at a managerial level in large organizations, SME’s and start-ups.

Ranim Helwani is a MSc Candidate in Economics and Business Administration at Copenhagen Business School.

Oliver Hirschfelder, after studying business administration at the HTWG Konstanz, started working at Siemens in the areas of strategy, business development and R&D management. His current responsibilities at Siemens Gas & Power include the identification and evaluation of new business areas in combination with the concrete implementation of corresponding business models.

Dr. Oriol Iglesias is an Associate Professor and Head of the Marketing Management Department at ESADE Business School.

Dr. Eric L. Kennedy is an Assistant Professor of Marketing at Grand Valley State University in Grand Rapids, Michigan. 

Gwenaelle Lemarchand is Chef de Projet, Open Studio, RTE, Réseau de Transport d’Electricité.

Kevin Liu is Head of SAP Co-Innovation Labs North America.

Dr. Anna Karina Kjeldsen focuses on corporate communication and branding in public sector organizations in her research. She holds a PhD in strategic communication and is Associate Professor at Business Academy Aarhus, Denmark.

Dr. Robert Kozinets is Professor of Journalism at the University of Southern California. His research focus in on the social and economic impacts of new digital communication systems. He invented the method of netnography.

Dr. Samuel Kristal has a PhD candidate from the University of Twente and the Berlin School of Economics and Law. His thesis focused on brand co-creation.

Matthias Lorenz is Senior Director A1 Telekom in Vienna. In the role of a Partner, he worked for the consultancies Oliver Wymann and Roland Berger. Before, he was a Trainee at Preussag and studied Business in Kiel.

Peter G.C. Lux is Managing Partner of Lux MarkenPartner in Zurich. The group’s specialists enable companies to develop and manage comprehensive brand systems based on the systemic brand approach.

Dr. Stefan Markovic is Associate Professor in Marketing and holds the Chair of the Marketing Ethics Research Cluster, Department of Marketing at Copenhagen Business School.

Dr. Judith Meyer is Senior Brand Consultant of Brand Trust GmbH in Nuremberg. The fashion and lifestlye specialist advises companies, SMEs and start-ups. Core topics of their work are the development of promising mark systems and their implementation in enterprises.

Dr. Line Schmeltz holds a PhD in strategic CSR communication and is Associate Professor at Aalborg University, Denmark. Her research focuses on CSR communication, corporate branding and strategic communication.

Dr. Gerhard Schwarz is a philosopher and works as an organizational consultant with a focus on ethics, value-orientation, identity, cultural and brand development ( He runs the “Brand Ethics Research Office” in Berlin (

Dr. Pieter Steenkamp is a Lecturer in the marketing department of the Cape Peninsula University of Technology in Cape Town. His research focuses on brand management.