Presentation

Mats Urde is a researcher and consultant in brand strategy. As a brand strategist and speaker, with a long track record of practical experience, he helps corporations and organizations to become more brand-oriented. Mats Urde, PhD, is an assistant professor (part-time) at Lund University in Sweden and has earned an international reputation for his research about brand strategy.

Mats Urde's knowledge and passion for the management and building of brands is reflected in his writing, lecturing, and work as a consultant. With his dissertation, he was one of the pioneers of brand orientation - a new way to work and understand the brands of a corporation.

For an organization, brand orientation means that brands become a hub for the strategy process. Brand orientation is a mindset where brand issues are viewed as critical issues by all members of the organization. In principal, a brand can't be stronger in the market than it is internally, within the organization. The identity of the brand must engage the whole organization and affect all processes, behavior, and communication. The goal in a brand-oriented organization is to create, develop, and protect brands as valuable resources and as sustainable competitive advantages.