Revenue growth · Breuninger
Built an integrated omnichannel brand and customer system that translated relevance into growth.
Chief Brand Officer / Cultural Entrepreneur
What remains when customers stop caring?
How much revenue, loyalty and enterprise value will be lost?
Christian Brey builds sustainable growth and enterprise value through cultural relevance and beauty.
↓The proposition
Culture creates relevance.
Relevance creates value.
Fifteen years of transformation work demonstrate that sustainable growth and enterprise value can be built systematically through cultural relevance.
This approach is grounded in real organizations, markets and results—with measurable impact.
Selected impact
Transformation.
Measured.
Efficiency gain · Mitra Adiperkasa
Integrated seven marketing units and 367 employees into one data-driven organization.
EBITDA margin · EDSOR
Returned a 98-year-old company from loss to profitability within 18 months.
The operating system
To be relevant is not a campaign.
The CBGI Cultural Economic Canvas™ is a business and branding model that guides organizations in building relevance and creating more sustainable growth and company value.
CBGI Cultural Economic Canvas™
Europe · Middle East · Asia
Christian Brey
“My work focuses on making companies more relevant.”
Christian Brey is a Chief Brand Officer and Cultural Entrepreneur. He has long asked how meaning, beauty and economic success can strengthen one another. His first answer was disruption: breaking convention to gain attention. Then he discovered that cultural meaning and sustainable economic success are interdependent. He proved this across 15 years of leadership in Germany and Indonesia. His modular system builds relevance systematically and turns it into preference, growth and enterprise value.
Discuss an executive mandate ↗Experience
Leadership Roles.
2023—Present
Managing Director
CBGI · Europe · Singapore · Indonesia2016—2023
Executive Director Marketing, Brand & Creative
Breuninger · Germany2014—2016
Chief Marketing Officer
Mitra Adiperkasa · IndonesiaEarlier
Marketing & Creative Director
SOGO · IndonesiaEarlier
Head of Marketing
Galeries Lafayette · BerlinEarlier
Partner & Managing Director
EDSOR · BerlinMentorship
Mentorship
Nicolaus Sombart
Cultural sociologist and host of Berlin’s influential intellectual salonMentorship
Einar Schleef
Radical theatre director and visual thinkerEdition about Beauty.
Conversations
on Beauty.
From beauty as a way of seeing, through beauty as cultural infrastructure, to beauty at the centre of life.
The interviews emerged from the work of building Breuninger’s cultural identity and are presented here as examples of that practice. Together, the thirty conversations open inspiring perspectives on beauty—as a way of seeing, working and living.
Interview partners: Jonathan Adler, Ricardo Bofill, Gerard Butler, Alexandra Cousteau, Penélope Cruz, Brunello Cucinelli, Catherine Deneuve, Christoph Felger, Gilbert & George, Jane Goodall, Anselm Grün, Wolfgang Joop, Huda Kattan, Johann König, Eva Longoria, Heinz Mack, Ingo Maurer, Camila Morrone, Piet Oudolf, Karim Rashid, Renzo Rosso, Jil Sander, Alexander Schwarz, Charlie Siem, Werner Sobek, Sergei Tchoban, Wim Wenders, Ingo Wilts and Tom Wong.
Thirty conversations conducted by Ingeborg Harms. Conceived, editorially directed and curated by Christian Brey.
Explore the three volumes ↗
Journal
Ideas for a more relevant economy.
Beauty & Business · 10 min
Beauty is an economic force
How beauty drives relevance, preference and enterprise value.
Cultural Transformation · 3 min
Decline begins before the numbers reveal it
Organizations lose emotional relevance long before revenue makes the loss visible.
Leadership & Relevance · 2 min
The warning signs of irrelevance
How entrepreneurs can recognise declining relevance before the numbers confirm it.Replay × Breuninger / Fanny Sage · Complete production and rights credits: Legal & Media
Selected mandates
Chief Brand Officer
Interim · Fractional · Advisory
Europe · Middle East · Asia