Order in Chaos - Cybernetics of Brand Management

Cybernetics is a science for understanding and systematically using information. As a subject of cybernetics, the brand is becoming increasingly important, especially in times of acceleration and infinite, global commodity markets. Only those who are able to preserve their patterns in the age of change and adapt them again and again to the requirements of the times will survive. Neither customer data nor creative ideas help here, but a sound knowledge of the structural functioning of all living beings - organic and social. By bringing together brand sociology and management cybernetics, this essential clarifies the invisible social forces of attraction. By illustrating the overarching dynamics of all (living) systems, universal insights can be gained and planned strategies developed.


Prof. Dr. Oliver Errichiello studied socio-economics and analytical psychology. In 2006 he founded the Office for Brand Development (Büro für Markenentwicklung). He is a professor of brand sociology at Mittweida University of Applied Sciences and heads the innovation lab and brand development at Deutsche Seereederei. 

Marius Wernke, B.A. Business Management and M.A. Management & Finance & Accounting student, is a brand sociologist and staff member at the Office for Brand Development.