60-Minute Brand Strategist is only about one thing: branding. Period. In this economy ruled by ideas, the only sustainable form of leadership is brand leadership. The book offers a practical view of how branding decisions happen in the context of business strategy, not just in marketing communications. It brings in business strategy, customer experience, and anthropological perspectives as well. This new and adapted version of the book carries the design and follows the same format from the previous versions but includes many important additions, including information on how traditional branding is being challenged in a connected world as well as new case studies of companies that have applied similar concepts to achieve success.

Author Biography

IDRIS MOOTEE is the CEO of Idea Couture, a global innovation firm with offices in San Francisco, Shanghai, Toronto, London, Dubai, and Mexico City. He has worked with clients such as Amex, Burberry, BMW, Boeing, Cisco, De Beers, Kraft, Nike, Samsung, and Pepsi. A leading expert on applied design thinking, Idris speaks on strategic innovation, developing strategic foresights, and business model design through the application of Design Thinking.