Brandtrust-Christian-Lauffer

Christian Lauffer

Director, Consumer Strategy

“Brandtrust really recognizes the difference between consumer demographics and actual people. It’s not about understanding the ’18-24 demographic,’ it’s about the emotions that drive an actual person’s decisions.”

With a unique background that led him to earn degrees in both marketing and architecture, Christian brings a keen sense of precision and a creative awareness to his projects with Brandtrust. His focus lies in helping clients glean powerful insights from customer research and then leverage these insights to craft tangible branding, marketing and communications strategies.

“Brandtrust really recognizes the difference between consumer demographics and actual people,” says Christian. “It’s not about understanding the ‘18-24 demographic,’ it’s about the emotions that drive an actual person’s decisions.” He cites Brandtrust’s Emotional Inquiry research approach as an important point of difference for its clients. “With traditional research, marketers ask direct questions and often get the answers that people think are expected of them. Our research methodology is supported by a solid understanding of the neuroscience behind the functioning of the human brain, and how our emotions drive every single decision we make.”

During his time with Brandtrust, Christian has helped craft brand solutions for Hewlett Packard, Nestlé, Honda, Kraft, Amgen and General Mills, among others.

A multi-dimensional thinker both at work and at home, Christian often shatters people’s preconceptions of him. He’s an avid (if not rabid) sports fan, yet can occasionally be coaxed to play classical violin at a friend’s wedding. Christian and his wife Kelly have a passion for running marathons, but are now busy caring for their children, Micah, Reid, and Gemma.

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