I seem to do all sort of things. I’m Chairman of Saffron Brand Consultants, which is based in London, Madrid, Istanbul, Lima. We also operate from a few other places around the world. I still find it very exciting to help run a company.
I got interested in place branding before the term existed and I've worked in some unusual places from Lithuania to West Bengal. Non-government organisations and not-for-profit organisations are learning about branding and reputation building and I’ve become very interested in this. Other than that, I have a few private clients for which I mostly act as a second opinion to the Chairman.
Over the years I’ve been a Visiting Professor at quite a few Universities and Business Schools, but I’m cutting that down now. What I really enjoy is mentoring my colleagues in our various offices. I hope they enjoy it too. Well, they say they do.
If you want to know more about me, here’s my latest biography
Over the years I have worked with many of the world's largest organisations including Renault, VW, Tata and BT on branding and identity issues. As co-founder and Chairman of Saffron Brand Consultants, I’ve worked on a number of interesting jobs. Here are a few I’ve worked on over the last few years:
Mondragon’s is the world’s largest industrial cooperative. A different kind of capitalism – perhaps the Occupiers around the world might like to take a look at it.
I am also advising Fujitsu, one of the world’s biggest IT companies on branding.
A few years ago, I worked for AkzoNobel, one of the largest chemicals company in the world.
Since 2009, Saffron and I have worked closely with C&A to refresh its brand. See the project case study here
I‘m a Londoner, so it was a great joy to work for it. I think the brand expresses the quirky, understated, confident, self-deprecating style that anyone who knows London will recognise. See the project case study here
I've just finished working with Rocco Forte Hotels on repositioning their brand. The new strategy emphasises the individuality and authenticity of the hotels in their portfolio.