Sicco's chapter (with Simon Anholt): Branding for Good?

Sicco van Gelder

Sicco van Gelder runs a Netherlands-based global branding consultancy called Brand Meta. He is also a co-founder of Placebrands, a firm dedicated to helping cities, regions and countries define their purpose and achieve their full potential.

Sicco has held senior international research and consultancy positions with leading companies in Asia and Europe. He has lived, worked and travelled across four continents. His exposure to the great diversity of these continents has helped him to develop his understanding of and sensitivity to differing cultural, motivational, economic, social and competitive issues. He is the author of Global Brand Strategy – Unlocking Brand Potential across Countries, Cultures and Markets (Kogan Page 2003). Sicco holds a Master’s degree in Human Geography from the University of Amsterdam.