Strategic Branding: From Behavioural Insights to Business Growth

Academic Focus

Simona teaches on brand strategy and brand execution. Her research focuses on consumer behaviour and decision making. She is particularly interested in the psychological processes underlying perceived personal control, and how the different ways of providing and exercising control influence consumers’ satisfaction and well-being.

Experience

Simona collaborates with companies on topics related to consumer behaviour, decision making and brand management.

Experience

Helen teaches brand delivery and how to create and deliver a consistent and cohesive brand strategy across all internal and external brand touchpoints.

Helen is a partner at strategic brand consultancy Passionbrand, helping to direct global brand strategy for clients including Johnson & Johnson, Avon, MetLife, EDF Energy, BBC Worldwide and Smith & Nephew. She is an award-winning business columnist for leading industry journal Marketing Week and she sits of the board of the UK Effies. Her latest book ‘From Marginal to Mainstream: Why tomorrow’s brand growth with come from the fringes – and how to get there first’ was published by KoganPage in February this year, she coauthored ‘Creating Passion Brands: how to build emotional brand connection with customers’ published in 2005 by KoganPage, and has contributed chapters for The Definite Book of Branding (Sage, 2014), Advertising Works 24 (IPA, 2018), and Eat Your Greens – a collection of essays from industry leaders on evidence-based marketing (APG, 2018).

Recent Clients

Telenor, Tata, ExxonMobil, Idomoo, Digitai

Experience

David teaches on brand strategy and brand execution, and how to use managerial insights to build a customer focused organisation. He is an expert in behavioural economics and decision-making. David’s specific research interests include consumer behaviour, time perception, and decision related to finance and health.

In addition to his academic work, David consults companies on how to use behavioural insights to improve their products and services.

Experience

Richard teaches on gaining and leveraging deep customer insight and on delivering the brand through communication.

Richard was Saatchi & Saatchi’s CEO for EMEA and, for 8 years, its Worldwide Deputy Chairman. In 2016, he founded beta baboon to help leaders rip apart, play with and solve their business problems. He has worked with a diverse range of brands including Unilever, Virgin, Nestlé, the British Army, Renault, Toyota, T Mobile and Diageo.

Richard speaks to clients, conferences and business schools around the world on the concept of ‘Lovemarks’, creativity, leading strategic transformation, and corporate strategy. He also chairs Planting Promise, a sustainable educational enterprise in Sierra Leone, is a Trustee of the British Heart Foundation and Chairman of its £50 million Mending Broken Hearts appeal.