We are experiencing times of major disruption that are forcing companies to rethink their business models. Digitalisation, constantly growing customer demands and fragmented value chains pose major challenges for businesses everywhere. Customer- and market-centricity is the key to success ensuring sustainable relevance for the target group. Maintaining a holistic view of the value chain within the business model is imperative. Thus, we unite two seemingly contradictory elements of business success: rigorous analysis and a creative approach to problem solving.

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Our services

Dr Annette Bruce works in workshops close to the client and inclusively

Strategy consulting

Given today’s dynamic, fast-paced world, if your business is standing still, it’s actually moving backwards. Companies must always be in motion, should evolve and always move with the times. Constant innovation and expansion into new business areas are crucial for success.

We support you as a think tank, with deep market and customer knowledge. We provide a holistic view of the competitive landscape, specific markets, brands and people and identify new business areas and potential for you both at home and abroad.

We accompany you with the digital transformation of your existing business model to ensure future value creation. 


Person holds the book "Corporate Purpose - the success concept of the future".

Corporate Purpose

These days companies and brands are expected to firmly anchor the major global issues such as environmental protection, sustainability and social justice in their values and to assume responsibility for all of their stakeholders alongside striving for profitable growth.

The impact of corporate purpose goes far beyond this both internally and externally. Only when the purpose of a brand or a company is inseparably linked to its value creation can the purpose truly deliver its full potential.

We advise you on the optimal design of your value chain and partner with you to find ways of linking the pursuit of profitable growth with the pursuit of the common good.

Dr Annette Bruce advises clients in the area of change management

Change Management

It is not uncommon for a new strategic orientation in a company to require dedicated change management. The company has long been positioned on low price only and is now to become a mainstream brand? Communication is being expanded to digital media and you are starting to adopt new approaches to marketing? Are you setting up an internal innovation hub alongside the core business?

No matter what the strategy entails these shifts often drive the need for change across the entire company i.e. even in departments that seem to have nothing to do with marketing.  

We set up an efficient and tailored change management programme for you that ensures that the strategy is firmly anchored within the organisation. 

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High level strategic advice for value proposition and market launch

We at Aditya Birla Group have been delighted to work with Creative Advantage on a project to discover consumer insights and potential winning propositions for one of the products in our portfolio that we are looking to launch in the market. Creative Advantage not only met the brief but exceeded it by challenging us and helping us fine-tune the brief itself, doing very insightful and diligent consumer studies and building on the results with a high level of strategic advice on how we should approach the consumer and the market. Would strongly recommend them.

Prakash Nedungadi , Group Head Customer Insights & Brand Development, Aditya Birla Group
Dr Annette Bruce explains the relevance of organisation and processes

Organisational and process consulting

A strategy that is not anchored in the organisation cannot deliver its intended impact. We support you in addressing the need for change and in initiating the necessary steps in the organisation. This can be in the form of dedicated project management, implementation consulting or in setting up and driving a change management process.  

We focus in particular on breaking down internal silo-thinking and the classic departmental mindset. We focus on the customer experience, at any time, at any place and across all functions and processes.


Dr Annette Bruce advises leaders for more authentic corporate governance

Leadership coaching

Change processes are never linear but they are almost always highly dynamic. Requirements change and leaders have to react flexibly in response. Even though business owners may at times feel uncertain, change scenarios demand authentic leadership if the new strategy or direction is to be accepted within the company and deliver impact in the market.

Using executive training and coaching modules we inspire leaders and teams to build capability: in self-confident and agile action; in inspiring others and leading change; in innovative and network-driven thinking; and in digital competence. We challenge existing thinking and demonstrate how to integrate new ideas into everyday work. We support you to act as an inspiring leader and to take your employees with you on the change journey.

Work examples

Dr Annette Bruce will be happy to answer any questions you may have

Dr Annette Bruce, Managing Director

annette.bruce@creative-advantage.de

040 35017730

Get advice now and request a non-binding offer.

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