ABOUT BRANDGARTEN

brandgarten icon

Brandgarten was founded in 2005 to help brands tell meaningful stories. We help companies uncover deep emotional insights build powerful brand strategies around these insights. Brandgarten has done conducted consumer research on five continents and uncovered global insights for some of the world’s most iconic brands.

Brandgarten-Map
Countries where Brandgarten has conducted primary insight research

Founder & President

Fritz Grutzner
Fritz Grutzner

Fritz Grutzner is a 30-year marketing professional who has held senior roles at ad agencies and Fortune Top 50 companies. He spent a decade at Johnson & Johnson in both domestic and international positions, successfully growing the Johnson’s baby products brand by over 30% while he was the VP of Marketing.

 

In 2005, Fritz founded Brandgarten to help companies of all sizes develop meaningful brand stories. Fritz is the co-author of McGraw-Hill’s Tips and Traps for Marketing your Business and numerous publications on branding. Prior to his MBA in International Management from the Thunderbird School of Global Management, Fritz pursued his interest in mythology and storytelling by earning a BA in German Literature and and MA in German Literature from the University of Wisconsin-Madison.

Services

insight

Emotional Insights Research

Why do consumers really prefer one brand over another? What are the key insights that lead to big creative ideas? How do consumers feel about your brand relative to the competition?

insight

Brand Strategy

What is the core brand story that connects the soul of your brand to the heart of your consumer?

architecture

Brand Architecture

What is the best way to structure your brand portfolio so that it makes sense to the consumer and efficiently builds brand power?

training

Brand Training

Emotional Branding
Brand Strategy
Brand Archetypes
Writing Winning Concepts
Brand Storytelling

Testimonials

  • Over the course of my career, I’ve done a lot of these massive, strategic, brand-scaping big-digs with lots of different partners. And I must say that my experience with Fritz, on the Trojan brand, was the best of them all. Fritz possesses a remarkable blend of intelligence, intuition, and collaboration, but his humble leadership skills are what set him apart.

    The way Fritz accounts for stakeholder’s with vastly different points of view (brand team, company leadership, agencies and customers etc.) is impressive to say the least. And while his hands are on the steering wheel throughout the process, he seems to care very little about authorship over the final outcome. He’s much too concerned with unearthing and articulating the underlying truths that aren’t always easy to see, but are there if you’re willing to mine for them.

    As a Creative, Fritz’s work has made my life so much easier. As we develop new creative and present it to our clients, we are constantly referring back to our very clearly defined brand archetype, worldview, purpose, experience and more. Any creative would be foolish to not want such sturdy ground beneath their feet.

    Amos Goss, Executive Creative Director, VIA

  • Brandgarten’s approach is collaborative, deeply insightful, and the deliverables are immediately actionable. Their work continues to guide our brand strategies.

    Catherine Murphy, Global Franchise Organization Director, Johnson & Johnson

  • The work the Brandgarten team did for Organic Valley was groundbreaking in preparing us for continued strong growth. Highly recommend would be an understatement.

    Lewis Goldstein, Chief Marketing Officer, Organic Valley

  • The insights Brandgarten uncovered were amazing and critical to helping develop our brand growth strategy.

    Fred Koberna, Director Global Consumer Insights, Johnson & Johnson