About my perspective
Grounded in context, not trends.
We currently operate in an environment where visibility is often prioritised over substance. Fast-growing social media accounts, high reach and short-term attention have become key indicators of success, while questions of context, consistency and value-driven communication, including brand and organisational values, are frequently sidelined.
High view and click rates do not automatically translate into trust, relevance or conversion. Entertainment is consumed quickly, but it rarely builds sustainable brand relationships. This becomes particularly evident in complex, explanation-intensive products and services, as well as in premium contexts, where attention alone does not lead to meaningful engagement or long-term business outcomes.
My work is grounded in the existing substance of a brand and its organization. In the people, values, internal dynamics and narratives that shape how a company operates.
Many organizations hold strong identities and clearly lived values that never become part of their external communication. Instead of making this substance visible, communication is often reduced to formats, trends or surface-level messaging.
I work to identify and articulate these underlying values and translate them into clear, coherent communication across digital touchpoints. This creates brand communication that is not abstract, but anchored in reality. Not interchangeable, but recognisable and credible.
MY NAME IS MAUD MAXIME HANS
I am a brand and communication consultant living and working between Hamburg and Mallorca. Working across different places and contexts allows for a constant shift in perspective, both culturally and professionally.
