Beyond Branding


From Ian's chapter: Anthropology and the Brand

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

Ian Ryder

Ian is Vice-President, Brand & Communications EMEIA for Unisys Corporation. Ian was formerly Director, Global Brand Management for Hewlett-Packard Company in Palo Alto, USA and a graduate of IMD in Lausanne.

He has held senior marketing roles in several major technology companies and has provided independent brand strategy advice to many other companies inside and outside the technology industry. International speaker, chairman, author and lecturer on the subjects of brand strategy, reputation and customer management, and a Fellow of the Chartered Institute of Marketing, Ian has pioneered some breakthrough thinking in marketing and the role of such current ‘buzz’ topics as CRM, CSR and Knowledge Management.

Ian is a subject specialist reviewer for Harvard Business School Press, sits on the Board of the US Brand Masters programme, the UK Board of The Journal of Brand Management and is a non-executive adviser to the British Olympic Association. He is a Fellow of the RSA, Chairman of the Technology Industry Business Leaders Group for The Marketing Society, Chairman of the Conference Board’s European Council on Customer Strategy and he co-developed the Unique Organization Value Proposition, (UOVPTM) a new concept in brand management and the subject of a book, Competing on Value, by Knox & Maklan.