Erik Breit

Erik Breit is the founder and managing director of pechschwarz®, a multidisciplinary branding agency. He is responsible for the agency’s strategic direction and works at the intersection of brand strategy, brand experience and digital design. His work is guided by a clear conviction: a brand is not the sum of its achievements, but the sum of the experiences people have with it. That is why Erik builds brands as a coherent whole – across all touchpoints where a person encounters them. His thinking is consistently experience-driven and people-centred. A logo, a colour or a sentence only have an impact when they encounter an experience that fills them with meaning. A brand is not created in a briefing, but through experience. This is precisely where pechschwarz comes in – and this is exactly why the digital experience lies at the heart of Erik’s work, in the very place where brands are most frequently and most directly experienced today. In his articles, Erik Breit writes about brand strategy, brand experience and building coherent brands in the digital space. He writes for anyone who does not view their brand as a collection of individual parts, but as what it truly is: a cohesive experience.