Fritz Grutzner

President & Founder
Brandgarten

Fritz Grutzner is the founder and president of Brandgarten — a market research
and brand strategy firm, whose clients include companies such as Johnson &
Johnson, Novartis, MetLife and Organic Valley. He believes that people don’t buy
things, but rather the story about the thing.

Brandgarten specializes uncovering the deep emotional System 1 drivers of
brand choice and building brand strategies and has conducted primary research
on five continents for brands such as Band-Aid, Aveeno, Delta Faucet, Tylenol
and Rogaine.

Fritz has a BA in German Literature and an MA in Germanic Philology from the
University of Wisconsin, and an MBA from the Thunderbird School of Global
Management. He is co-author of McGraw-Hill’s Tips and Traps for Marketing
your Business and numerous articles on branding.

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