Only brands which are relevant from a customer perspective are successful.

pds management has consistently aligned companies and service and product providers to their brands for over 15 years, through Holistic Branding. Both inwards as well as outwards. From market-relevant positioning and profiling to strategy and implementation.

With a high level of empathy and in a cross-linked, holistic approach. Incorporating all factors which effect, and thus shape the perception of the customer. With a strong sense of understanding and pragmatic solutions, also for small and medium-sized enterprises (SMEs).

Either by way of individual mandate or interdisciplinary embedded as a team player in the high-performance expert community of the Swiss Brand Focus Group.

Holistic Branding

Strategic Corporate and Brand Management

Through Holistic Branding, organizations and their value proposition are positioned, emotionalized and successfully commercially activated.

The principle of the underlying approach is quite simple: at the end of each decision-making process are people, with whom brand relations are established, to attract them as customers, to convert them into regular buyers, and to ultimately turn them into enthusiastic fans.

The focus herein is on the fact that the vast majority of all decisions are for 80-90% made emotionally, and rational aspects serve only for the reasoning of the decisions already taken.

Pascal D. Staub has shaped the term Holistic Branding for years now and has documented this management approach through numerous publications.


Holistic Branding is the sustainable approach in strategic corporate and brand management to create relevance within the field of potential brand experience from the perspective of the customer.

«Holistic» is derived from the so-called «holistic teaching», the holistic approach, according to which natural (social, economic, physical, chemical, biological, mental, linguistic, etc.) systems and their properties are to be regarded as a whole, rather than to look at the composition of their parts. The holistic approach considers that a system functions as a whole and that it can not be fully understood from the interaction of all its parts.

The expression «Branding» originally comes from the custom of branding cattle, in which animals were marked with fire signs according to who their owners were. Today, the term «Branding» has established itself in the sector for the construction, development and management of brands.


Holistic Branding is based on the understanding of the entire process of development and impact is about how a brand emerges, and how this creates awareness and perception. Starting from the idea and business model over market and target group selection up to the organizational and operational structure of an organization. From the development process of individual products and services up to product design, sales and distribution. Including corporate and product communication, as well as all forms and channels of sales-oriented measures.


Holistic Branding creates the elementary prerequisite to uniformly harmonize and align all these different aspects and processes. This, among others, has the following results: sharpness of the profile across all levels of perception, authenticity of market promise and performance, as well as a solid base for customer enthusiasm.

Holistic Branding ensures the clearest possible pronounced brand strength, which can not be achieved through individual measures of branding. Ultimately, the business impact of this is a long term and sustainable competitive differentiation and therefore the most important entrepreneurial basis for economic success.


Economic and strategic advantages of Holistic Branding

Holistic Branding is used to position, differentiate and anchor itself within a company and value proposition (products, services) with absolute clarity, a heightened profile, resulting in a unique position within the respective economic environment, in a sustainably successful way.

This precision in the definition helps in all business decisions and thereby to move within the market in a clear, straight-line course. This brings continuity, creates orientation and trust, and thus the most important basis for a sustainable relationship with customers, and market partners.

Thus, the 10 benefits of Holistic Branding are:

  1. Differentiation
  2. Loyalty
  3. Trust
  4. Base for Diversification
  5. Profitability
  6. Attractiveness
  7. Identification
  8. Desirability
  9. Emotionalization
  10. Activation


At the starting point of Holistic Branding is always the in-depth examination of the positioning of supplied product or services. In this process, it is checked and made sure that the external perception of the provider from a customer perspective, the market performance and the demand-situation of the market are all in line.

Supply and/or corporate positioning always arises when

  • the value proposition to the market, changes
  • the perception and reputation from a market perspective differ from the effective reality of that which is supplied
  • the competition in its core business as single differentiator reduces the price, and the margins are dwindling
  • potential can be seen in the market, which with the current positioning and perception, can not or only very complicatedly be reached
  • the environment, market, competition, or other framework conditions change

In Holistic Branding, positioning is accomplished on two levels: rational and emotional. Rational positioning is accomplished within the framework of the precise definition of the business model, whereas emotional positioning is accomplished with regard to the sharp profile of the corporate identity and brand personality.


The vast majority of all decisions are for 80-90% made out of emotional motivation and need. This understanding is also a central foundation of Holistic Branding. This already starts with the positioning, which can be defined emotionally as well as rationally.

In this process, Holistic Branding works with the positioning model of the NeedScape which is based among other things on the ideas and/or publications of numerous authors (Norbert Bischof, Dr. Werner T. Fuchs, Dr. Hans-Georg Häusel, António Damásio, Roger Schnider, J.-D. Haynes, Vance Packard and others). Positioning is formed out of motif-based (brand) personality profiles, which are matched to the corresponding profiles of the target customer structure and thus form the basis for relationship building and sustaining.


The rational and emotional potential of companies and their value proposition are developed only through the activation of paying customers. The basic precondition for this is relevance. Only when companies and value propositions are actually relevant and create concrete benefits for the customer, economic success can commence.

With regard to emotional positioning, for Holistic Branding, companies and provided services are led and managed according to the emotional field. In this, the subconscious and the conscious, as well as perception and experience over all the five senses are incorporated.

In corporate and brand management, Holistic Branding is completed through the appropriate management of all 7 P's in marketing, as well as taking into account the 5 dimensions of management. Therefore, the wholeness of the basic approach is guaranteed, not only in design but also in the daily and operational management.


Pascal D. Staub. Human, Entrepreneur, Consultant.

I am the person behind pds management. In my work, I see myself first as a human, then as an entrepreneur and on this basis, as a consultant. Branding, and in particular Holistic Branding, is ultimately nothing more than building and nurturing relationships between people and companies and their offering.

Coupled with entrepreneurial experience and activity, I see each individual in the centre of my work as a consultant. Customers, employees, business leaders, business owners – they all form the framework within which brand effect takes place. Therefore, the examination of the different needs, expectations, and requirements but also fears and insecurities, forms the foundation for the development and implementation of strategies, policies and measures.

In addition to the convincing quality and relevance of the product or service provided, satisfied employees are a prerequisite for enthusiastic customers. And these in turn form the basis of success.

This is what I am committed to.

Pascal D. Staub

Basic facts:Pascal Dominique Staub, born 1970, married, 2 children
Consultancy focus:Strategic corporate and brand management
Entrepreneurial Involvement:
  • pds management pascal d. staub, Sole proprietorship, Owner
  • brand focus group cooperative, Founder & President
  • brand care service Ltd, owner & Managing Director
  • itheca Group Ltd, Senior Partner
  • Schober Bonina Ltd communications agency, Advisory Board
  • Etraxa Ltd, Chairman of the Board of Directors
  • Etraxa Romandie Ltd, Member of the Board of Directors
  • creative, strategic-oriented, entrepreneurial personality
  • conceptual and networking way of thinking
  • committed team player with empathic, social and emotional intelligence
  • Leadership personality with the ability to inspire
  • Strong ability to identify with projects and tasks
  • communicative, open, sociable
  • honest, direct, authentic, loyal, reliable


Education / training: Baccalaureate type B, trade diploma, Conf. Marketing planners, graphic designer with federal diploma, franchise management diploma
Uniqueness: Rare combination of training and experience in the areas of design, project design as well as strategic and business consulting
  • Experience in consulting and maintaining business, product, and service brands from over 350 brand worlds
  • Implementation-oriented author of various corporate, brand, communication and/or marketing strategies
  • Direct management responsibility of up to 14 employees, Coordinator of a professional expert network of over 70 persons
  • Vice President Brand Development and member of the Worldwide Executive Committee of the International Advertising Association IAA (4200 members worldwide)
Languages: German, English, French


From the beginning, Pascal D. Staub has worked as a strategy consultant and implementation guide but also or as speaker or coach for companies of every size from around 20 different industries. Details of the effective services which have been provided for below customers can be requested.

Please select:
  • Commerce
  • Service
  • Construction
  • Food
  • Real estate
  • Craft
  • Clothing
  • Sports
  • HVAC
  • Energy
  • Media
  • Pharma
  • Health
  • Electronics
  • Finance
  • Automotive
  • ICT
  • Industry
  • Transport
  • NPO


Knowledge transfer about Holistic Branding

Holistic Branding does not claim to stand out from other existing approaches from literature or the academic world as a fundamentally distinct, differentiated solution, or to even be considered proprietary. In view of the seemingly endless number and width of corresponding publications today, this is no longer actually entirely possible to presume.

Holistic Branding brings together practice-based experience, learned and developed knowledge as well as components of established management, business model and innovation methods and systems, so that from this, a program which is adaptable to the specific situation can be designed.

It has always been and still is to this day my major concern, to share this gathered knowledge combined with more than 15 years of practical experience with like-minded entrepreneurs and consultants. Through publications, lectures or individual training and coaching. I see it as part of my job, to raise awareness, to stimulate and to deliver a substantial contribution to the controllability of the fascinating entire complex that is «the Brand».

Publications by Pascal D. Staub

Title Medium Date
«Holistic Rebranding: Case Study Repositionierung WIR Bank – 2, Umsetzung» KMU-Magazin 05/2017
«Holistic Rebranding: Case Study Repositionierung WIR Bank – 1, Konzeption» KMU-Magazin 04/2017
«Sinneswahrnehmung und Branding» SVEB/Education Permanente 09/2016
«Digitalisierung: Richtiges Markenverständnis fördert den Erfolg» 08/2016
«Holistic Branding: Case Study Sanierung – 3, Wirkung» KMU-Magazin 12/2015
«Holistic Branding: Case Study Sanierung – 2, Umsetzung» KMU-Magazin 11/2015
«Unternehmensnachfolge: Übergabe regeln und loslassen lernen» KMU-Magazin 10/2015
«Holistic Branding: Case Study Sanierung – 1, Konzeption» KMU-Magazin 10/2015
«Holistic Branding: Case Study Schreinerei – 3, Wirkung» KMU-Magazin 09/2015
«Holistic Branding: Case Study Schreinerei – 2, Umsetzung» KMU-Magazin 08/2015
«Holistic Branding: Case Study Schreinerei – 1, Konzeption» KMU-Magazin 06/2015
«Holistic Branding: Case Study Infrastrukturbau – 3, Wirkung» KMU-Magazin 05/2015
«Holistic Branding: Case Study Infrastrukturbau – 2, Umsetzung» KMU-Magazin 04/2015
«Holistic Branding: Case Study Infrastrukturbau – 1, Konzeption» KMU-Magazin 03/2015
«Holistic Branding: Einleitung zur Themenserie mit Case Studies» KMU-Magazin 03/2015
«Holistic Branding: Die Markenkapitalisierung» KMU-Magazin 12/2014
«Holistic Branding: Die Markenwertschöpfung» KMU-Magazin 11/2014
«Holistic Branding: Das Markenportfolio-Assessment» KMU-Magazin 10/2014
«Holistic Branding: Das Markenführungsbudget» KMU-Magazin 09/2014
«Holistic Branding: Die Markenleistungskennzahlen» KMU-Magazin 08/2014
«Holistic Branding: Die holistische Markenführung» KMU-Magazin 06/2014
«Holistic Branding: Der Markenbewirtschafter» KMU-Magazin 05/2014
«Holistic Branding: Die Markenarchitektur» KMU-Magazin 04/2014
«Holistic Branding: Die Markendifferenzierung» KMU-Magazin 03/2014
«Holistic Branding: Markenpotenzial identifizieren» KMU-Magazin 01/2014
«Holistic Branding: Markensteuerung und -kontrolle» KMU-Magazin 12/2013
«Holistic Branding: Das 5-Sense-Branding» KMU-Magazin 11/2013
«Holistic Branding: Die Markeninszenierung» KMU-Magazin 10/2013
«Holistic Branding: Der Markenschutz» KMU-Magazin 09/2013
«Holistic Branding: Die Markenverankerung» KMU-Magazin 07/2013
«Holistic Branding: Die Markenvisualisierung» KMU-Magazin 06/2013
«Holistic Branding: Das Markenprofil» KMU-Magazin 05/2013
«Holistic Branding: Die Markenpositionierung» KMU-Magazin 04/2013
«Holistic Branding: Das Markenfundament» KMU-Magazin 03/2013
«Holistic Branding: Die Kraft der Marke» KMU-Magazin 01/2013
«Authentischer und ehrlicher Dialog über soziale Netzwerke» Interview 11/2012
«Das All-in-one-Markenführungspaket: brand care cycle®» Marketing Jahrbuch 01/2012
«Wettbewerbsvorsprung durch Markenstärke» China Contact 12/2010
«Markenmodelle richtig wählen» Marketing & Kommunikation 12/2010
«Systematischer Markenaufbau: der Weg zu starken Marken» Marketing & Kommunikation 11/2010
«Brand Portfolio Assessment»: Marken erfolgreich bewirtschaften» Marketing & Kommunikation 11/2010
«Zwischen Pflicht und Kür im Online-Branding liegen Welten» M&K Online 10/2010
«brand care cycle®: Mit der Marke effizient zum Erfolg führen» Marketing & Kommunikation 10/2010
«Chance für KMU: Vorsprung durch Markenwert-Management» Marketing & Kommunikation 09/2009
«Markenstärke: Luxusgut oder Krisenrezept?» Marketing & Kommunikation 05/2009
«Architektur der bedeutendsten Sportsmarke der Schweiz», Marketing & Kommunikation 07/2008

Lectures by Pascal D. Staub

Title Organizer Date
«Die vielschichtige Rolle und Wirkung von Unternehmensmarken» Schweiz. Franchise-Verband 09/2008
«Markenführung als Wettbewerbsvorteil» KMU-Markenseminar 08/2009
«Markenstrategie praxisnah umgesetzt» KMU-Markenseminar 09/2010
«Der Aufstieg in den Markenhimmel» Rotary Club 08/2011
«Differenzierung – Was will der Markt?» Wenger Plattner 04/2012
«Markenführung und Social Media: Revolution oder Evolution?» EMEX (Podium) 08/2012
«Die Kraft der Marke» Migros Bank 11/2012
«Die Kraft der Marke» Migros Bank 06/2013
«Die Kraft der Marke» Ardantes GmbH 09/2013
«Die Kraft der Marke» Migros Bank 09/2013
«Die Kraft der Marke» Verein Pro St. Johann 03/2014
«Pole Position durch Markenstärke» ZV Aargauer Turnverband 08/2014
«Mitarbeiter – Strahlkraft für die Marke» Visus Service GmbH 11/2014
«Das Heim als Marke» IGL Basler Alters- & Pflegeheime 02/2015

Training and Coaching

Whether CEO, individual executive or management - and executive team - knowledge about or awareness and integration of Holistic Branding within the framework of training and coaching are an ideal means to implement brand awareness and orientation into an organization.

Appropriate programs which are derived from implemented mandates, lectures and publications, can be booked with pds management. These can be either commonly held or individually aligned to any concrete task in an organization.

Details about this can be requested.