Branding with Brains

Tjaco Walvisis a partner at THEY, a brand management consulting firm based in Amsterdam, the Netherlands. Previously, he was a strategy and research director with BBDO. Tjaco is a leading expert on brand strategy issues, including brand positioning, extensions, portfolio management and location branding. He has worked with boards and marketing executives of companies like Amsterdam Airport Schiphol, DaimlerChrysler, Dorito’s, Getronics, Mars, McKinsey & Company, Nutricia, Robeco and Sanoma Publishers. He has served clients in a broad range of industries, including fashion, fast mover consumer goods, financial services, government, insurance, media, pharmaceuticals, private banking, postal services, publishing, retail, telecommunications and world expositions. He has published many articles and lectures regularly on branding and holds two Master degrees, in economics (MSc) and philosophy (MA). Tjaco Walvis has created a unique book on brand management that will influence the practice and theory of branding and raise the profession to a new and higher level. The book is based on his years of practical, high-level branding experience with strategic, creative and research issues gained in a broad range of companies and industries. He combines this with a strong scientific interest that has resulted in a meticulous one and a half year study of the most fundamental neuroscience research on (brand) memory. By presenting his findings in a practical, accessible and non-technical style and illustrating them with tools and refreshing new high-calibre case studies, he produces a unique book on branding that will provide even experience professionals with an interesting new understanding of the keys of brand management