Brandgarten was founded in 2005 to help brands tell meaningful stories. We uncover deep human insights and build powerful brand strategies around them. We've developed brand strategies for some of the world’s most iconic brands.



Brand Strategy

Discover the core brand story that connects the soul of your brand to the heart of your consumer



Emotional Insight Research

Why do consumers really prefer one brand over another? What are the key insights that lead to big creative ideas? 



Brand Architecture

What is the best way to structure your brand portfolio to efficiently build brand power?



Brand Training

Emotional Branding
Brand Strategy
Brand Archetypes
Writing Winning Concepts



Customer Journey Mapping

What are the moments that matter along the customer’s journey, the emotional highs and lows along the key touchpoints, and triggers for choice?



Strategic Planning

What is your organization’s purpose, vision and values? How do they tie to your key strategies, tactics and metrics?



Brand Innovation Moshpit

Tapping into the diversity of key stakeholders and outsiders to brainstorm new ways of telling your brand story.



Countries where Brandgarten has conducted primary insight research:


Fritz Grutzner

Founder & President

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 organizations of all sizes develop meaningful brand stories. He 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 Germanic Philology from the University of Wisconsin-Madison.


Contact Fritz
608 695-3114
613 Williamson Street, Suite 205
Madison WI 53703