Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets - Hardcover

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Sicco van Gelder is the founder of Brand Meta, a consultancy specializing in global brand strategy. The company is based on his deeply held belief that brands play a key role in creating value for organizations and their various stakeholders. He has previously held senior international research and consultancy positions with several large agencies in Asia and Europe. Having lived, worked and travelled across four continents, his exposure to their great diversity has helped Sicco to develop his understanding of and sensitivity to differing cultural, motivational, economic, social and competitive issues. Sicco's past and present clients include ABN AMRO Bank, Braun, Brita, De Beers, DuPont, Iams Pet Food, ING Bank, the International Student Travel Confederation, Johnson & Johnson, Hallmark Cards, Heineken, KPN Telecom, Mexx, Philips, Randstad, SCA and Sony Music. He has conducted projects for clients in North and South America, West and Eastern Europe and Asia-Pacific. His current work consists of advising and assisting his clients in their global and local brand analysis. He works closely with a client's brand teams to conduct internal and external analyses and consult with global and local management. Sicco's role is typically one of providing the analytical framework, facilitating workshops and consultation sessions, and advising on strategic options. Sicco is a member of the Chief Brand Officers Association.