Key Research Interests and Expertise

My research has been highly practical – the 70 or so client projects I’ve run. With my clients, I’ve discovered what works and what doesn’t, as we’ve set out to make lasting change happen in the complex, ever-shifting and highly political world of large organisations – from Aviva and Barclays to Tesco and Virgin.

Through the last ten years, I’ve been constantly fascinated by the way branding is (and isn’t) changing. At Wolff Olins, I led five research projects to uncover the ways that brand practice, consumer behaviour and leadership styles have changed. In 2012, I explored this topic more broadly by editing a special issue of the Journal of Brand Management, and this has become one of the journal’s most cited editions.

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