Brand Development focuses on developing brands within the larger whole of which they are a part. Wim Jurg integrates the numerical analyzes of ‘big data’ with the unconscious knowledge, feelings and wishes of the decision-makers. The quantitative side is based on the econometric knowledge experiences of Wim Jurg; the qualitative on his psychological background and his PhD in 2010 to apply system constellations in the field of brand issues: brand constellations.