Guest Professor Lydia Michael at Business School Pforzheim

“Understand what you’re good at and what you enjoy but also consider where you can provide real value in the business world.”  – Lydia Michael, guest lecturer from Lawrence Technological University, Detroit, USA

Lydia Michael is a marketing and brand strategist, adjunct professor, speaker, and author, dedicated to helping brands and organizations unlock who they are and bring their story to life through human-centered, emotionally resonant marketing. After finishing her MBA at Hochschule Pforzheim, she founded Blended Collective, a consultancy at the intersection of strategy, positioning, and growth. Lydia currently teaches digital marketing at Lawrence Technological University in the U.S., and in 2023, published the book Brand Love – Building Strong Consumer Brand Connections, sharing frameworks for creating emotional brand connections and building loyalty.
 

Thank you very much for taking the time for this interview. You graduated from our MBA International Management program a few years ago. How did it feel to return to campus this fall, this time as a professor rather than a student?

It felt really amazing—like a full-circle moment. I first came here ten years ago to study, and about a year ago, I began teaching. Coming back felt like a natural evolution. I had maintained contact with the program director and the team, so it seemed like the right time to give back to the students in the classroom when the opportunity came up.

Can you share a memory or lesson from your time as a student here that still shapes you today?

One of the biggest takeaways was the intercultural experience. We had twenty-two students from eleven different countries. That diversity taught me not only to understand different perspectives but also to navigate the cultural landscape—professionally and personally. I remember both positive and challenging moments, and they shaped my understanding of how to be the best version of myself while being respectful and adaptable. Even now, I often reflect on those experiences.

You are a successful entrepreneur and author today. Did you already envision becoming an entrepreneur, author, or professor while you were a student, or did that evolve later?

It definitely evolved. While I was a student, I actually had a small side business providing business and language training to global expatriates. Entrepreneurship was always an interest of mine, and I had work experience with small businesses before joining the International MBA program. After graduation, I considered a corporate path, but none of the opportunities felt right. That pushed me to create my own space and solution, which led to founding Blended Collective, amarketing and brand consultancy merging my interests in marketing and culture. I had a small safety net from my previous business, so I decided to take the leap—and eight years later, the company is still growing.

Can you describe the work Blended Collective does and the services you provide?

Blended Collective works at the intersection of strategy, brand positioning, and business growth. We support brands and organizations in building and expanding their presence through comprehensive marketing and branding efforts. Our services include brand strategy and positioning, brand development, marketing growth initiatives, as well as training programs and workshops.

Did your time in the MBA program influence your work today?

Absolutely. One relevant experience was a consulting project with Deloitte, which combined project management and consulting. Observing our professor, who had been a Deloitte consultant, I learned a lot about leadership, professionalism, and balancing high expectations with relatability. That experience shaped how I approach my work today. My MBA thesis with L’Oréal also had a lasting impact. I focused on relaunching a hair care brand in the German hair care market using the concept of brand love—work that eventually inspired a book I wrote years later. Many elements of my MBA experience have returned in surprising ways to influence my current work.

You’ve taught courses like digital marketing, global marketing, and multicultural branding. What fascinates you about teaching, and how do you engage students?

Digital marketing is fascinating because it’s everywhere, constantly evolving, and pushes us to stay curious and adaptable. I bring hands-on exercises into the classroom, helping students apply digital tools in real life—whether for personal, academic, or professional purposes. I also enjoy adapting my teaching style to the diverse backgrounds of my students. For example, the cultural and motivational differences I see between students in Germany and the US require me to adjust my approach continually. That mirrors real-world marketing, where you must adapt strategies to your audience.

You were born and raised in Germany, moved to the US, and returned to Germany for your MBA. What gave you the courage to take these big steps?

Leaving Germany after 12th grade left me feeling incomplete, as I hadn’t fully experienced adult life there. Returning for my MBA was both a personal and professional journey. I wanted to prove I could stand on my own in Germany; handle living independently, manage studies, expand my business language skills, and reconnect with friends. It was about gaining confidence, exploring opportunities, and embracing growth both personally and professionally. Traveling throughout Europe was a big bonus! 

Do you have any advice for current students aiming for international careers?

Understand what you’re good at and what you enjoy but also consider where you can provide real value in the business world. It’s not enough to follow just passion or financial incentives—you need a combination. In international careers, cultural awareness and openness to diverse perspectives are equally important. Staying curious and open-minded is essential for long-term success.

Before we close, is there anything else you would like to add?

One thing I emphasize during my teaching is trusting the process. From the outside, my career might look linear and strategic, but it certainly wasn’t at the time. Nothing seemed to fit perfectly. Over time, however, the dots connect, and everything makes sense in hindsight. So, stay open, trust your journey, and let experiences shape you.

Thank you so much for your time, Lydia.

Thank you. It’s been a pleasure.