ABOUT DR. JOACHIMSTHALER
Empowering companies and brands to grow, innovate, and transform
With a deep foundation in working with major companies and brands and extensive academic research, I help companies and brands grow, innovate, and reinvent themselves. My work draws on years of experience inside global organizations and decades of academic training as a professor in business schools. At the core is a commitment to using data, technology, a deep understanding of consumers or customers and strategic insight to build brands, shape innovation, and develop new ways how companies can compete.
256
Articles, Books, Teaching Notes Published
375
Interviews, Features and Media Mentions
598
Speaking Engagements
BRAND
Dr. Joachimsthaler worked closely with the leading marketing academics of our times, Profs. David Aaker and Kevin Lane Keller to shape foundational brand strategy models over decades. He was known for advancing the brand architecture framework—especially the house of brands vs. branded house spectrum. Today, he champions a holistic brand model that redefines the brand not just as a business asset, but as a multiplier of value creation across the entire enterprise and ecosystem.
INNOVATION
In 2002, he introduced the demand landscaping approach—also called “customer first”—which has become the backbone of innovation strategy in many companies around the world. It centers deeply understanding demand in new ways, rooted in how consumers behave in daily life, the rituals, routines and habits of daily life. This method has shaped how organizations identify growth opportunities and design the next wave of products, services, and experiences.
STRATEGY & BUSINESS MODELS
His work in interaction field models and platform-based ecosystems has helped companies move beyond traditional value chains. These models shift value creation from within the firm to a broader ecosystem, powered by data and technology. They create defensible competitive advantage and deliver shared value—for businesses, consumers, and society.
TECHNOLOGY
From early doctoral research on predictive model optimization—now foundational to AI and large language models—to current work on how technology transforms industries, he brings a systems view to how technology drives change. He focuses on how brands and businesses can harness these shifts to create durable value and stay ahead of disruption.
FEATURED HIGHLIGHT
The Interaction Field
About the Book
Most businesses focus on competition and transactions, not collaboration or shared value. In The Interaction Field, Erich Joachimsthaler argues that true growth comes from creating ecosystems where diverse players—including competitors—exchange data and work together to solve major industry and societal challenges. The future belongs to companies that create value for all, not just themselves.
Reviews
"Undeniably compelling.. a timely source for leaders who want to be relevant in the next decade." - Beverly Anderson,
President of Global Consumer Solutions, Equifax