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.