Spotlight On: Felix Fürtjes, Alumnus Brand Design B.A.
Brand Design B.A.
Title of Thesis
The Application of Neuromarketing Insights and Methods to Strategic Brand Planning at the Example of bonprix’s Brand Communication
Hi Felix, what have you been up to since your graduation from Brand Academy?
After graduation, I went straight for a job. Having spent 2 years as a working student in the field of brand design at management consultancy AYUDANTES, they offered me a Junior Brand Consultant position that I gladly accepted.
Where do you work now and what are your tasks?
I still work for Ayudantes. After a promotion in January 2018, I am now an Analyst, though still focused on the field of brand consulting. As a matter of fact, I’ve been given the opportunity to build up that field from scratch together with our two Managing Directors. Needless to say, it’s an extremely exciting project. However, my responsibilities do not only include consultancy services for our clients, but I am also responsible for our own brand and its design.
What are your greatest challenges at work?
I can’t think of anything that’s NOT challenging, but that’s what makes things exciting. I get to learn so much! However, it means that I frequently have to leave my comfort zone. Rethinking and changing my perspective requires quite a bit of energy and frequent victories over myself.
What do you enjoy in your job?
I am lucky to have a job that challenges me while working for a company that supports me. The combination of challenge and support reminds me of my studies at Brand Academy. I’ve got the freedom to get involved and bring my ideas to fruition. In other words: I’ve got the opportunity to co-shape my job and what I do every day.
What are your plans for the future?
Same as before: Shaping my job and responsibilities at Ayudantes!
Looking back at Brand Academy, what do you see?
People were extremely important to me during my studies and they still are in my current job. By people I mean mentors who impress me and make me to want to learn from them. Brand Academy has some truly inspiring personalities who taught me a lot – as a human being and with regards to knowledge and skills.
Do you have any advice for prospect students or first semesters?
I really only have one piece of advice: Make sure to see beyond your own nose. I went to Brand Academy because I wanted to become an Art Director in a cool and creative agency – now look at me working for a management consultancy. It still surprises me at times, but things are just fine the way they are.