Alex Buck

Alex Buck is an Honorary Professor for Brand and Design Strategy at the Offenbach University of Art and Design (HfG Offenbach), where he has taught since 2013. He holds a PhD in Engineering from the University of Hanover and a M.Sc. in Industrial Design from the Offenbach School of Design. His career spans academia, design consultancy, and leadership roles in global branding agencies.

• Senior Advisor at Accenture Song (2022–2023)
• Chairman and CEO of Spark44 (2018–2022)
• Senior Partner at Whybrand, Brand Identity Partners (Frankfurt, Berlin, Munich)
• Former CEO/Chairman of Peter Schmidt Group/BBDO (1992–2012)

His research focuses on the intersection of design theory, brand strategy, and product innovation. Teaching assignments include:

• Design Theory and Strategy at Munich University of Applied Sciences (1997–2000)
• Visiting Professorships at DeTao Masters Academy (Shanghai Institute of Visual Art, 2011–2016)
• Practical projects with industry partners like Bosch, Wöhner, and Vorwerk

Buck is an author and editor of numerous books and articles on branding, design, and innovation, including the Handbook of Trend Management (1998, 2019) and The Offenbach Approach to the Theory of Product Language (2021). He has led third-party funded projects such as "Future Household Appliances" (2017) and "Brand Mark" (2015/2016).