Brand Fashioning

Michel Jansen (1972) studied business administration at Radboud University, Nijmegen, the Netherlands. During his studies, he specialised in brand theory, with his Master’s thesis focussing on Endorsement Branding. Since then, Jansen has gained wide experience and broad expertise as a brand consultant. In 2000, he started his career at the Positioneringsgroep, brand consulting agency. From 2005 to 2009, he has worked at HIGHvalue. During these years, he worked together with numerous national and international clients in diverse markets (FMCG, finance, leisure, retail, industrial, philanthropic, etc.) on highly varied issues including identity development, portfolio branding, extension issues, out-of-home branding, etc. These clients operated in both the business-to-consumer market as well as the business-to-business market. Since May 2009 he has joined the internationally known identity agency totalidentity as Senior Advisor.

In addition to his consulting work, Jansen regularly appears as a guest lecturer at several national and international universities, including Erasmus University of Rotterdam, the Academy of Management in Groningen, Radboud University in Nijmegen and the Stockholm School of Economics in Russia. He is also the author of several books (including Strategic Endorsement Branding, Team Up to Grow, Brand Alliances, and Brand Prototyping) and of various articles about branding.