About Marion
Former Global Brand Director at Givaudan. 12+ years building global brand systems across luxury, B2B, FMCG and cultural organizations.
Trusted by global organizations including
Why this work
During twelve years leading global brands, I noticed something. The biggest brand failures rarely came from weak creative work. They came from weak systems.
Nobody knew who owned decisions. New markets interpreted the brand differently. Acquisitions created fragmentation. Technology outpaced governance.
AI has accelerated every one of those challenges.
That's why I built this consultancy: to help organizations prepare their brands to operate consistently in an AI-first world.
Point of view
01
Twelve years building brand architecture and governance systems across B2B, FMCG, luxury and cultural organizations. Aligning five regions, three business units and eleven legacy brands. The operational depth to build, not just advise.
Large organizations don't fail because of weak brands. They fail because their brands stop operating as systems.
02
Five years at Art Basel taught me that consistency doesn't mean uniformity. I led global brand expression across three continents, partnering with Pentagram and Barnbrook while adapting experiences to different cultures, audiences and contexts.
Consistency isn't about saying the same thing everywhere. It's about remaining recognizable everywhere.
03
I believe technology should strengthen brands, not dilute them. I've built AI-powered naming platforms, content automation and governance systems that help organizations scale creativity without losing coherence. AI adoption is ultimately a human challenge as much as a technical one.
AI doesn't replace brand judgment. It amplifies whatever governance already exists.
By the numbers
12+
Years leading global brands
11
Legacy brands unified
5
Global regions aligned
20+
Major events delivered annually
200+
Cross-functional stakeholders
CHF 3M+
Global brand investment managed
Expertise
Credentials
Beyond consulting
I'm Swiss, based in Zurich, and work globally in English and French.
I'm fascinated by how trust is built, in brands, organizations and increasingly in AI systems. Outside of work, I'm inspired by design, technology, psychology and the ways people make decisions.
I believe good brands should feel effortless. The same is true of governance. When people stop thinking about the system, you know it's working.
If your organization is rethinking how its brand should operate in an AI-first world, I'd love to hear what you're building.