Dr. Oliver Nickel - SWELL - Frische Energie für Marken

Oliver Nickel is one of the best-known brand consultants in Germany. He studied industrial engineering at Karlsruhe University and then received his doctorate at the Institute for Consumer & Behavioural Research under Werner Kroeber-Riel at Saarland University. 

What many saw as an unusual step into the marketing world made complete sense to him, because when creating brands, emotions and empathy for the consumer need to be combined with tangible products and services in a meaningful way.


Oliver has 25 years of brand consultancy experience, ten of which he was managing director of an international brand research company. Over this time he worked with large, international players and medium-sized companies, as well as smaller owner-managed family businesses. He gathered extensive experience with brands in the areas of food & packaged goods, beer, home & living, automotive & mobility as well as industry & technology.


He is an acknowledged expert, as evidenced through over 100 conference lectures he’s delivered and more than 50 articles he’s written for textbooks and trade/specialised magazines.


Oliver is an Innovation Game Facilitator and works using Design Thinking methods. He is a member of the board of trustees of the Gesellschaft zur Erforschung des Markenwesens (G.E.M.) - the association for the research of brands -, and up to this point he has been appointed to 20 lectureships in German marketing faculties. He currently teaches at Pforzheim University (brands and innovation research), FAU Nuremberg-Erlangen University (brand management), and in 2012 he was appointed as senior lecturer (brand management) at EBS Executive Education in Oestrich-Winkel.


Together with the Markenverband (The German Brands Federation) in Berlin and the EBS Business School, he established the now famous MARKENAKADEMIE. Since 2009 he has been a director at the MARKENAKADEMIE, passionate about the idea of an innovative platform for education for young brand managers who live/love brands.



When not working for SWELL, he spends his time with his family, fixing up classic cars, windsurfing and collecting slang phrases from his home town of Hagen, to which he dedicated his own slang phrasebook in 2008.

Dr. Oliver Nickel