we offer teaching, trainings, workshops and seminars to corporations and executive programs. our focus is on branding, brand and design strategy, customer and user experience design, product and communications design.

Brand, User Experience & Product Design

brand personality design is the strategic development of a brand identity by associating it with a set of human characteristics. depending on the audience the brand intends to address, appropriate traits are to be identified and transferred to the brand through compelling advertising and communications initiatives.

in this program we look at branding as an essential part of the product offering – correspondingly, we regard it part of the product design. besides courses and workshops on brand building we discuss principles of good product design and explore how innovative products are designed following a user-centered approach. we learn how to devise the right business model for innovative products and new brands. and: we look into industries and categories where creating a strong and unique brand personality is pivotal: luxury, premium, fashion.

besides academic teaching, workshops and exercises, we conduct several company visits and integrated case studies with swiss and german brands. discussions and Q&A with company managers ensure a close link to managerial praxis. integrated team building and cultural learning allow for bonding and a memorable experience.

download program brochure

Learning Expedition on brand, UX & Product design

building on the contents and make of the brand & user experience design seminar for professionals, we can offer an extended, exciting 1-month learning expedition for MBA programs.

home base of the program is Constance[Germany]/Kreuzlingen[Switzerland], right on the shores of lake Constance and within sight of the swiss and austrian alps. shorter one, two, and three-day trips to Austria, France, The Principality of Liechtenstein, and Italy offer participants a unique opportunity to explore managerial challenges and praxis, as well as culture and politics in several european countries - in only one month!

Switzerland and its neighboring countries Germany, Austria, France, and Italy are home to very many globally recognized and much admired brands. many of them were established decades or even centuries ago, and have succeeded in maintaining the relevancy of their product portfolio through continuous innovation, as well as fostering their brand image through a compelling brand personality and effective communication campaigns.

in this program participants are acquainted with relevant theoretical constructs as well as frameworks and tools geared to solve challenges faced by executives. we will be hosted by internationally recognized european brands and will learn from and discuss current issues and business challenges with the host company's executives. parts of the program take place at world renowned universities, where professors and senior lecturers share their knowledge and latest research.

download program brochure

above seminars and programs are offered in partnership with:

co-founded in 2000 by prof. fritz frenkler, f/p design develops and creates unique products, product systems and services in the fields of industrial design, user experience (ux), user interface (ui) design, architectural design, and communication design. with offices in munich and berlin (germany) and kyoto (japan) we work world-wide both digitally and offline. our understanding of design is based on the idea that design is a complicated system, an “organism”, which, in addition to the usual “form and function”, also includes extensive knowledge of technology, ergonomics, sociology, ecology, psychology, philosophy, finance and, of course, the brand identity.

f/p design has won more than 70 design awards in the last 21 years, including gold in the g-mark, gold in the german design award, gold in the ddc design award, gold, silver and best of category in the if product design award and best of decade award by the institute für universal design.

Brand Personality Design

brand personality design only. a 1 to 5 day program.

Brand education

what good does a re-positioning strategy or developed set of brand values do, if only known to senior management but not lived by employees?
this seminar is devoted to the people in the organization that did not have the opportunity to participate in the strategizing for the new brand position, the defining of a different target group, the development of values that the brand stands for, or the new communications strategy that is to rejuvenate the brand.
only if understood well and lived in every contact with customers, by every employee, can a new strategy be effective.
in this seminar participants learn about important concepts related to brand building. in workshops they are acquainted with the new strategic initiative set by senior leaders, and get to understand its implications for the brand and its customers. moreover, participants will discuss and appreciate the impact they can make to achieve the objectives of the new strategic initiative.