Strategy & Space is a boutique consultancy for brand strategy and experience design. Brand strategies are coming to live through the digital, physical and human experience in space. Strategy & Space connects branding with service design and architecture to create environments that are more useful, enjoyable and human centered.

1. STRATEGY FOR ENGAGING
EXPERIENCES IN SPACE

2. WHAT IS OFFERED
Strategy & Space is a consultancy for brand
strategy and spatial design. We help
organizations to generate sustainable market
growth.

3. HOW IT IS DONE
Strategy & Space designs customer
experiences in the physical and digital space
by following a consistent strategy.This is
substantially improving the overall brand
performance.

4. WHY IT WAS STARTED
We believe that experiences should be more
useful, enjoyable and efficient for both customers
and employees.

5. WHO STARTED IT
Since 2015 Owner Strategy & Space
2015 Executive Brand Strategy Director
Brand Union, Berlin
2010-2015 Strategy Director/Head of Strategy
Triad, Berlin
2008-2010 Strategic Planner
Grey, Düsseldorf
2005-2008 Junior Strategic Planner
Uniplan, Cologne
1998-2004 Diplom Sozialwissenschaftler
University Mannheim
2004 Thesis
University of Technology Sydney
SEBASTIAN BRUNNER
Strategy & Space follows an interdisciplinary
approach. According to task and project scope
a team of independent partners will be
recruited and coordinated.
Sebastian Brunner is a brand strategist, spatial
designer and founder of Strategy & Space.
Sebastian has 10 years of experience in
strategy and design. He believes
that innovation is the result of curiosity, the
integration of different perspectives and the
will to challenge the norm.
Throughout his career he crossed between
various disciplines like branding, digital media,
advertising, architecture, scenography, service-
and product design.
As a social scientist he sees the human
experience as the starting point for all strategic
thinking.
Sebastian developed complex global projects
for companies like Mercedes-Benz, Mercedes-
AMG, Procter & Gamble, Henkel, Bosch, FIFA
Deutscher Fußballbund and Jägermeister.

6. THE PROBLEM TO BE SOLVED
For many organizations,
there is a significant gap
between their
aspirational brand image
and what customers
actually experience in
the real world.
0%
20%
40%
60%
80%
100%
Companies that belive
they provide a superior
service
Companies whose
customers agree
PERCENTAGE OF COMPANIES
Source: Bain Customer-Led Growth diagnostic questionnaire, n=362;
Satimetrix Net Promoter database, n=375
“Delivery gap”
80%
8%

7. PHYSICALIZATION:DIGITAL GETS PHYSICAL
The physical space will be the platform
for future innovation.The internet of
things is leaving the screen and moves
into the physical reality.The more virtual
our life becomes the bigger will be the
desire for multi-sensual and multi-device
experiences.Therefore the digital and the
physical reality have to be integrated in a
seamless way.

8. UNDIFFERENTIATED
MARKET PREMIUM
DIFFERENTIATED
MOVING INTO THE EXPERIENCE ECONOMY
Organizations that are
able to provide multi-
sensual experiences and
transformational skills to
their customers will be on
the top of the value chain.
Strategy & Space guides
organizations on their
path into this future.
THE PROGRESSION OF VALUE
PRICING
COMPETITIVEPOSITION

9. BRAND STRATEGY HAS TO ANSWER WHY
Today customers align themselves with brands that reflect personal beliefs and values.
Brand strategy has to start with asking WHY an organization exists. We encourage our
clients to develop a people-serving purpose of ideals, meanings and values.This
purpose should go beyond material desires.
Brand Experience:Subjective responses to brand stimuli (sensations, feelings, cognitions, behavior)
Brand Purpose: Defines why a brand exists and why the employees want to go to work everyday
Value Proposition:Shows benefit a brand brings to the customer
Narrative Conflict:Translates the brand story into two conflicting values
Brand Story:The myth of the brand.Tells the motivation of the founders, conflicts, hard times and golden ages

10. DIMENSIONS OF THE BRAND EXPERIENCE
A credible brand purpose needs to be connected with a high-level design
of product- and service experiences. Strategy comes to life in three
dimensions:human, physical and digital.
DIGITAL
HUMAN PHYSICAL

11. IF YOU JUST WANT TO HAVE AN
OVERVIEW: STOP HERE.
IF YOU WANT TO KNOW MORE:
READ THE FOLLOWING SLIDES.

12. DESIGN MOVES TO THE CORE OF THE
BUSINESS MODEL
Business consulting
In house design agencies
Golden age of graphic design
Start ups – venture design
Lean UX
Digital change agents
User experience agencies
Big corporate in house
Design agencies
Big design
Humanitarian design

13. DESIGN IS THE NEW MANAGEMENT
PARADIGM
As the world becomes more
complex and dynamic, design
becomes the new management
paradigm. Strategy & Space uses
playful, creative, visual and haptic
design methodologies to make
complicated task simple,
understandable and easy to solve.

14. DESIGN IS THE FUTURE OF STRATEGY
Design methodologies are applied to solve complex strategic problems.
STRATIFICATION
OF DESIGN

15. FACILITATORS AND ENABLERS
Organizations need to build internal creative resources to compete in a lean,
innovative and dynamic environment. Strategy & Space helps organizations
transform their capabilities by facilitating and enabling.Through co-creation, a
creative set up, coaching and training the organization is left with a lasting creative
skill set.
Strategy
& Space
Organization
Co-Creation

16. INTERDISCIPLINARY APPROACH
True innovations can only emerge if different expertises converge in interdisciplinary
teams.
Brand
Strategy
Spatial
Design
Service
Design

17. RESOURCE EFFICIENCY
Strategy & Space works in a lean way.
Small and agile teams conduct a project.
Specialists are added if there is a need.
Design resources are used as efficient as
possible. Ideas about services and
products are seen as mere hypothesizes.
These guesses have to be validated
through testing at a early stage in the
design process. Strategists and Designers
have to get out of the building, talk to
users and let them test the prototypes.
Things that work are kept in the design
process, things that don’t are iterated.
TESTING
HYPOTHESIS

18. After sales
service
Usage
Leaving
store
Purchase
Sales
consulting
Enter
store
CUSTOMER JOURNEY
Strategy & Space focuses on brands whose customer experience extends through
time and space across a multitude of touch points. Mostly companies are not
structured for customer experiences, but along organisational silos for the purpose
of operational efficiency. Strategy & Space helps organisations to understand the
interrelationship between the brand, services and products from a customer
perspective.
Information
Marketing SalesHuman
resources
R&D Production After sales
service
Customer Journey
Organisational Structure

19. DESIGN MANAGEMENT UND CONCEPT
GUARDIANSHIP
All disciplines involved in a complex brand experience or service design project have
to work towards the same objective. A consistent theme, that connects all touch
points is essential for a successful implementation of a strategy.
BRAND
EXPERIENCE
Architecture
Interior
Media Technology UX Design
Marketing
Management

20. INDEPENDANCE
Strategy & Space is an independent advocate of the customer and the organisation.
Strategy & Space doesn’t follow an implementation agenda.The focus is on strategy,
the big idea, basic principles and high level process design. From this, specifications
are extracted that can be briefed to technical specialists like architects or other expert
consultancies.
User
experience
design
MarketingArchitecture Human
resources
OrganisationInterior
design
Media
technology
Briefing
Strategy
Big idea
Value proposition
Basic principles
High level process
Implementation
Strategy
& Space
Organization
Co-Creation

21. STRATEGY & SPACE IS COMPLEMENTARY TO
TRADITIONAL BUSINESS CONSULTING FIRMS
Strategy
& Space
Traditional Business
Consultancies
Design Approach:
Abduction
Creating a vision first,
than finding ways to
realize the idea.
Design Background:
Bridge to implementing
disciplines.
Scientific Approach:
Deduction and induction
Solution provider
Standardized processesNo implementation agenda
Analytical thinking
Complexity
Abstraction

22. THE STRATEGIC DESIGN PROCESS
Strategy
Define the
problem, the
brand strategy
and the value
proposition
Prototyping
Prototype
and test the
brand
experience
by the user
Specifications
Define high
level
specifications
as briefing
materials for
implementation
Big Idea
Research
Research and
analysis of the
customer
experience

23. 1. RESEARCH
Getting out of the building:customer
behaviour is being observed through
ethnographic and classical research.
This is combined with the analysis of
quantitative data.

24. 2. STRATEGY
The results of the customer research is
structured through customer journey
mapping. Out of this, the central problem
is derived.
Depending on the strategic level of the
project the brand strategy, the value
proposition and the basic principles are
defined.These elements are the
foundation of the story line for the brand
experience.

25. 3. PROTOTYPING
This is the phase of creative development.
Prototypes are being built and tested
through user research.They represent
hypotheses about the brand, product and
service experience.Things that work are
kept, those that don‘t are continuously
iterated until a minimum viable product is
ready for the market.

26. 4. SPECIFICATIONS
Based on feedback and learnings the
central specifications for implementation
are defined.These specifications are
designed detailed enough to give the
implementation specialists a clear
direction what to do.They are not too
detailed in order to leave enough space for
expert knowledge.
Physical evidence
Attendee actions
Support processes
Front-of-stage
interactions
Back-of-stage
interactions
LINE OF INTERACTION
LINE OF VISIBILITY
LINE OF INTERNAL INTERACTION
SERVICE BLUEPRINT

27. IMPRESSUM
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Strategy & Space Consulting
Zionskirchstraße 17
10119 Berlin
www.strategyandspace.com
Ansprechpartner:
Sebastian Brunner
Mobil: 015777540933
Tel:03084723980
brunner@strategyandspace.com