AREA OF FOCUS

Transforming Business, Brand & Growth

BRAND

Collaborated with Professors David Aaker and Kevin Lane Keller over several decades, helping to build and advance some of the pioneering brand strategy frameworks and models.
Probably best known for creating the brand architecture and portfolio model, the concepts of house of brands versus branded house spectrum.
Has continuously involved brand strategy, today he advocates the holistic brand model that sets up the new revolution of branding, reconsidering the brand not just as an asset but as a multiplier and accelerator of the entire business and even ecosystem.

Pioneered the demand landscaping approach in 2002, also called customer first. It is the foundation for innovation and Vivaldi’s future foresight practice, it builds on enduring and emerging need states, a way to deeply understanding demand, based on consumer’s behaviors in the context of their daily life.
His work on demand-centric innovation has had a major impact on marketing practice, and how to formulate a company’s next big growth strategy.

Interaction field models, ecosystems and platforms are one of the dominant business models.
These models build on interactions captured by data, analytics and technology and scale exponentially.
They shift value creation from inside the company to the outside, a larger ecosystem or interaction field.
He showed how these models are an enormous source of competitive advantage, create moat.
They deliver shared value for consumers, customers and also society at large.

From his doctoral work where he developed a set of estimators to optimize predictive models which is today the foundation of many AI models, particularly large-language models.
Deep understanding of technology and how it affects firms, brands, categories and industries.
How technologies enable brands create a competitive advantage.
Keen understanding of how waves of technologies impact how brands innovate and create enduring value for consumers or customers.
The impact of these technologies on firms, brands, categories and industries.