Andresen was one of the founders of Icon Brand Navigation, now known as Icon Added Value. Since the business was bought by WPP, he has worked as an independent branding consultant.

Hertfelder began his career with GfK and later joined Icon. Most recently he was executive director at Kantar Operations Germany.

The Nuremberg-based firm has developed tools for measurement, analysis, and optimisation of brands.

A third partner will be joining the company in the next few months, the firm said.