What is it that makes a brand compelling and meaningful to consumers?

How is it that some win us over while others fall far short of making a convincing argument? Bertrand joins us to share how great branding starts with a compelling story in which both the brand and the customer are the lead characters. Using his background in cultural anthropology, network television, and luxury retail, Bertrand shares his insights on strategic branding for a variety of industries and new-to-market enterprises.

About the speaker

Bertrand Pellegrin is the founder and director of b. on brand Consulting, LLC. He has consulted for such clients as Louis Vuitton (LVMH), Media Temple, Bank of America, The North Face, Yum Brands, and the San Francisco International Airport, among many others.

Previously he was a senior retail strategist with Gensler Worldwide, where he was instrumental in the development of major placemaking projects throughout the Asia Pacific region. Mr. Pellegrin developed the naming, placemaking, and brand positioning for such projects as the Shanghai Tower in Pudong, China, and New Songdo City, in Incheon, South Korea.

Mr. Pellegrin’s leadership experience in Asia includes positions as the director of marketing for Lane Crawford (Hong Kong) Ltd., Asia’s premier luxury department store, where he oversaw the growth and expansion of the brand’s Hong Kong and Mainland China presence. Prior to that he was a consultant and senior executive with Lotte Shopping Group in Korea, for whom he orchestrated the development of Avenuel, a 32-story luxury multibrand and entertainment experience in Seoul, South Korea.

Mr. Pellegrin’s firm, b. on brand, is internationally recognized for its unique approach to developing compelling brand experiences for a broad range of industries and new-to-market enterprises.

He is also the author of Branding the Man: Why Men are the Next Frontier in Fashion Retail (Random House/Allworth 2009), which examines the evolution of the male consumer and offers a strategic branding approach to men’s retailing. He is a regular contributor to the San Francisco Chronicle where he writes about fashion and design.

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