Beyond Branding

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"Beyond Branding" is written by members of The Medinge Group

Chris Lawer

Chris founded The OMC Group in 2003 – a consulting network specialising in developing, partnering and facilitating new thinking, frameworks, concepts and solutions that achieve superior customer relevance, context and value.

He was previously with Dunnhumby Associates, the strategic marketing analysis company, working with Tesco Stores. More recently, he headed up the consulting unit at Primecom, a South-African integrated marketing solutions company and after that, was the Director of Strategy and Consultancy at Conciera, a reverse marketing and infomediary solutions provider... where he remains a non-exec.

Chris is the author of The OMC Group’s ValuePATCH framework – a decision-making tool designed to help businesses identify and create buyer-centric opportunities and to align marketing and business practice with the challenges and expectations set by the Beyond Branding agenda.

As well as setting-up and leading The OMC Group, he is a part-time doctoral candidate at the Cranfield School of Management in the UK. Now in his second year, his research interest is the development of customer knowledge management competencies through mutual co-creation and integration. He is just about to have his first papers published in leading journals and is a regular speaker at academic conferences.

Email Chris ( if you'd like some friendly yet discerning advice on any aspects of the OMC Group, buyer-centricity, customer knowledge and “new” marketing issues or visit The OMC Group website