Branding is Leadership - Prof. Dr. Mats Urde - Author, Researcher & Consultant

Mats is a renowned researcher, educator, and consultant in
strategic brand management. He holds a PhD in branding and is an
associate professor at Lund University in Sweden. Recently, he was
voted Coach of the Year in the International MBA John Molson case
competition in Montreal. He draws on decades of consulting
experience for brands ranging from Bona - the maker of the famous
Bona-Wax, Trek bikes, Ikea, Volkswagen and even to the Nobel Price
Foundation. Mats concept of brand orientation has gained
significant traction in both academic and professional circles
after his famous article on the topic in the Harvard Business
review. His work has been instrumental in shaping how organizations
approach brand management and strategy. Today, we'll be discussing
his new book, 'The Brand Matrix: Corporate Brand Leadership Starts
From the Inside.' This work expands his Harvard Business Review
article and introduces the Corporate Brand Identity Matrix, a model
for aligning an organization's identity core with every aspect of
its business.