Werner Brandl

BACKGROUND

Please describe your company and position.

I am the Strategy & Research of summa:

Describe what your company does in a single sentence.

At Summa Branding, we don’t just build brands, we create Real Brands: authentic, connected, and deeply rooted in real life. Because a brand isn’t just a logo or a product. It’s a force that shapes businesses, inspires people, and redefines the future.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Werner Brandl to accomplish?

• Investigate the practical image of two brands in retail locations.
• Support the brand strategy process in the headquarters of the Spanish fastenings company.
• Get real life feedback on packaging of own and also competition products.

SOLUTION

How did you find Werner Brandl?

• Referral
• Previous job

Why did you select Werner Brandl over others?

• Great culture fit
• Company values aligned
• Talent and creativity

Describe the scope of work in detail. Please include a summary of key deliverables.

Summa is the leading Spanish branding agency, based in Barcelona, with a offices in Madrid, and Lisbon. Their clients are Spanish companies just like international, global enterprises. Summa also has a strong inhouse division focusing on market research.

The collaboration between Summa and Werner has been goingoing for over twenty years. During this time, we have worked on several naming projects together, receiving creative ideas for names and also feedback on name proposals made by Summa. We have also organized and conducted several focus groups to gain more information on possible car names. The results of these focus groups helped to make better decisions on names that would appeal to a wide audience in Europe.

For a long-term client of Summa, a screw manufacturer, Summa did a brand consulting project. Several brands had been acquired over the last years, and they wanted to find out if and how brand convergence was an option; and also, how brand perception and profile had changed. In 2024, I supported Summa by conducting interviews on site with employees of building materials businesses in Bavaria. A subsequent summary recommendations supported Summa make the right decisions.

Key deliverables in Transcripts of the interviews in extremely short time.

Organize and conduct all interviews in a very limited timespan.

Support in storecheck to analyze the implementation of the brand and its competitors at the point of sale. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Get all interviews in a very limited timespan organized and conducted.

Creative input delivered in high quality.

Enable better naming and branding choices.

Tigorous analysis of information and deep understanding of the needs of each project

Create transcripts of the interviews in extremely short time.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

High availability and willingness to work in a very limited timespan.

Efficient management and rapid response 

Clear identification of key points to work on objectives and deliverables adjusted to the needs of the project

What was your primary form of communication with Werner Brandl?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

They had high capacity and resources to face the challenges of the project efficiently and creatively

Are there any areas for improvement or something Werner Brandl could have done differently?

very satisfied with the relationship, the process and the output

BACKGROUND

Please describe your company and position.

 I am the Managing Director of an ecommerce company 

Describe what your company does in a single sentence.

We develop and distribute electrical devices and accessories for electrical devices.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Werner Brandl to accomplish?

• Find a brand name for a wide range of electronics equipment.
• Find a name that can be registered as a trademark in many markets

SOLUTION

How did you find Werner Brandl?

Referral

Why did you select Werner Brandl over others?

• Close to my geographic location
• Great culture fit
• Good value for cost
• Referred to me

How many teammates from Werner Brandl were assigned to this project?

1 Employee

Describe the scope of work in detail. Please include a summary of key deliverables.

Werner Brandl was tasked with developing a name for a new brand. This brand should be suitable as an umbrella brand for a wide range of electrical appliances and accessories.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Gradually improved and adapted name suggestions.

For me, this gave me a better understanding of everything the new brand should convey.

A clearly structured process with fixed milestones.

Name suggestions that met all criteria and were actually feasible.

No or few similar brands already registered that might impair the registration process

Relevant domains available, namely .de and .com

Universally accessible and applicable name

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The project management was excellent, and communication was easy and prompt. Werner Brandl was very easy to reach.

Deadlines were met, and all agreed-upon services were provided.

What was your primary form of communication with Werner Brandl?

In-Person Meeting

What did you find most impressive or unique about this company?

What impressed us most was Werner Brandl's rapid and profound understanding of our new brand.

The quality of his name suggestions also pleasantly surprised us.

Are there any areas for improvement or something Werner Brandl could have done differently?

Nothing comes to mind.

BACKGROUND

Introduce your business and what you do there.

I had responsibility for the project on the Executive Board of the client company, one of Europe's leading B2B platforms. Our platform and integrated marketplace connects B2B and public sector buyers with suppliers, enabling efficient, sustainable sourcing and purchasing across Europe.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Werner Brandl?

We needed help for a most critical step in our rebranding process, specifically the name creation. The stakes were high, we went all-in to rename our platform business across all our European operations to the new name.

SOLUTION

What was the scope of their involvement?

Werner Brandl helped us create that new name for our B2B platform. The goal was to establish that new name as a sub-brand and later transform it into our new top-level company brand. Werner Brandl guided us through the entire name creation process, focusing on ideation, evaluation, and the final decision of the future name for our established 600-employee company.

What is the team composition?

We worked directly with Werner Brandl on that project.

How did you come to work with Werner Brandl?

We chose Werner Brandl because they were a great culture fit, and their company values aligned perfectly with ours.

What is the status of this engagement?

We worked together in January 2016.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

After deciding on the new sub-brand name, it proved so magnetic and powerful to internal and external stakeholders that we went for the full company rebranding. Now, we're repositioned as the leading European B2B platform.

We went all in on placing our bets on Werner Brandl's creative consulting, and we won big. Our metrics went up, but brand awareness saw the most significant improvement. We also noticed improved recognition in the industry. It's a rare art among pure-internet B2B businesses to create a brand with a deep identity and authentic emotional quality, where the brand directly reflects the company values. With the new brand that Werner Brandl helped us create, we hit the jackpot. Every employee identifies with it; the URL even reads like a manifesto itself. That was an immensely powerful decision that shaped the future of our company.

How did Werner Brandl perform from a project management standpoint?

We mainly communicated in person.

What did you find most impressive about them?

Their guidance throughout the ideation process was extremely valuable. They delivered an inclusive process and an extremely nuanced selection of top candidate name options. Werner Brandl guided us in selecting the most powerful candidate. Name creation is a fundamentally creative process. The more creative it is, the less structured it is. You need extreme sensitivity, experience, and intuition to generate a naming solution that can later unfold true power and guide top management to such a critical decision. Werner Brandl guided our whole company through all levels, including me as the responsible person from the executive board, to a new brand name that fit our company like a hand-tailored suit.

Overall, Werner Brandl synthesized deep creation at work with executive-level capability to manage us as a client and board.

Are there any areas they could improve?

No, Werner Brandl plays in a league of their own.