Client References

The following is a selection of projects I led strategically while working for the world’s leading branding firms or as an independent advisor.

  • ABinBev

    Definition of a new purpose. Digital community creation, global customer research.

  • American Airlines

    Strategic lead for the rebranding of the Airline. Customer journey definition and optimization.

  • American Express

    Brand and marketing strategy for Membership Rewards.

  • Bloomberg

    Strategy for repositioning and rebranding. Product value propositions.

  • Cencora

    Brand governance and brand management system development. Brand approval processes.

  • Choice Hotels

    Portfolio and brand strategy for various hotel properties. Strategy for rebranding Comfort Inn. Franchisee research.

  • Dow

    Strategic lead for repositioning and rebranding of the organization. Brand portfolio rationalization. Marketing strategy for Olympic and CocaCola Partnerships.

  • HSBC

    Global brand management audit. Global governance structure, organization and process development.

  • Hyundai

    Strategy, architecture, and guidelines for branding and naming of vehicles, trim, engines, features and technologies of the future. Naming for future car models.

  • IONITY

    Brand strategy and name creation for European chain of high-speed EV chargers.

  • KAUST

    Brand development, positioning and messaging strategy. Brand Architecture. Employer brand strategy. Naming. Experience design.

  • The Nature Conservancy

    Global research study. Brand strategy and positioning. Messaging strategy.

  • McKinsey

    Brand architecture and product value position development

  • McKesson

    Repositioning of organization. Messaging strategy to diverse healthcare target groups.

  • Motorola

    Product branding and naming strategy for various products. Brand strategy, purpose and messaging for Motorola Solutions.

  • Ooredoo

    Rebranding Qatar Telekom to Ooredoo. Naming. Brand strategy. Messaging.

  • PEG FARM

    Marketing strategy for bio-organic farm.

  • Brand strategy development. Rebranding. Brand architecture rationalization.

  • SAP

    Creation of new purpose. Value proposition and naming for various products.

  • Deutsche Telekom

    Strategy and research for new brand design system. Value proposition and naming of various products. Employer branding.

  • UBS

    Purpose development. Client and employee research. Value proposition and naming for business units.

  • Brand repositioning. Messaging strategy.

  • Volkswagen

    Brand strategy and value proposition Volkswagen R.

  • WWF

    Partnering and co-branding strategy.