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Branding Constellations with Wim Jurg 

If “brands are built on the strengths of their individual elements and their feedback loops” as Wim Jurg claims, then the power of branding options can be truly unravelled by looking at how they interact.

How can we create business growth and strong brand relationships through a systemic approach?

Wim Jurg will present an innovative method in branding strategy and research. Using a Systemic approach to solve branding constellations. Branding Constellations is a new, experiential innovative method that helps business and organization to gain insight into underlying connections and dynamics in marketing, brand and communication problems or challenges:

Branding challenges:

  • Why is our brand struggling?
  • Why doesn’t reach our branding message our target group?
  • How to choose the best branding strategy for our target group?
  • How can we improve our brand recognition in the market?
  • What would be the impact of our branding on another market segment?
  • What opportunities are we not seeing at the moment?

Target audience:

Everyone involved in marketing, branding, public relations, communication who’s interested in exploring an innovative method to identify branding issues.


Wim Jurg is the author of “Unravelling branding constellations”, a book he published in 2010 as result of his Phd. Wim Jurg (1957) was educated (master econometrics and graduate psychology) at the University of Groningen (1975-1982). He subsequently works in marketing positions at various organizations. In combination with a position as lecturer in marketing at the Open University, he became an independent entrepreneur in 1990; first in the form of Jurg & Jurg together with his brother, then as The Constellation Company, where he focuses on applying system configurations to brand issues, called brand constellations. He obtained his PhD on this method in 2010 at Radboud University Nijmegen. In 2016 Wim stops his activities at the Open University and starts full-time with Wim Jurg Brand Development to contribute to the sustainable growth of Dutch SME brands by systematically coordinating the conscious and unconscious knowledge of ambitious management teams.

More info: Wim Jurg (