I have two interconnected lives: I'm a brand strategist in London, and professor of brand leadership here at UEA.

I started my working life as a research fellow at Cambridge, before joining a Cambridge start-up company, Baddeley Associates, which specialised in communicating the complexities of computers to ordinary people.

I found my métier in 1993 when I joined Wolff Olins, one of the world's top branding consultancies. At Wolff Olins, I helped over 70 organisations, in the UK and globally, to build their brands – including Aviva, Barclays, Camelot, Historic Royal Palaces, Oxfam, PwC, National Trust, Tate, Tesco, Virgin And Wikipedia.

I joined Norwich Business School in 2008, where I set up the world’s only MSc in brand leadership. Over 90% of our graduates go on to get jobs in branding, from Alibaba to Virgin, Google to L’Oréal, Interbrand to FITCH.

In 2020 I set up as an independent brand consultant. My clients include Art Fund, Telia and The Urgent Company.

These ten years have been the most rewarding years of my career. My client work constantly feeds into my teaching – and my teaching constantly sharpens my client work.

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