Erich Posselt is a brand strategist and agency advisor. He is the founder of the brand agency Neufrankfurt (“Uncomplicate Your Brand”) and a partner at STRAT FWD (“Boost your Agency”). As a Brand Ambassador for Brand Club, he supports and helps shape the debate around the 2026 annual theme “Aufbruch Marke.” As an author, he connects brand work with questions of societal development, consumer culture, and future readiness.
A central theme in his work is “substance gain”, a counterpoint to profit-seeking as an end in itself and, in his view, a more sustainable form of value creation. “The cost of a cheap T-shirt isn’t really two euros, as business textbooks would have us believe. It’s higher and it’s borne by ‘the others,’ by society.” Aligning planet, people, and profit is therefore a guiding principle of his brand work.
