Richard Sauerman
USING BRAND TO WAKE UP ORGANISATIONS AND PEOPLE
Richard got his brand expertise working in the ad industry for 20 years. He did the strategic thinking and brand planning for some of the world’s and Australia's most iconic brands = Cola-Cola, Diet Coke, Fanta, Microsoft, Vodafone, Campbell’s, Nescafe, Penfolds, Levis, Milo, Reach, Nurofen, Harpers Bazaar, Paddle Pop, Blue Ribbon, Toyota, AMP, Arnott's, Band Aid, Brother, Action Man, Nestea, Mortein, Bacardi, Rosemount, Lindemans, Wynns, Seppelt, Wonder White, Mighty Soft, Helgas, Tim Tam, Shapes, Tiny Teddy, Snack Right, Australian Tourism, Samsung, Panasonic, Jack Daniels, Stayfree +++
He then set up his own brand consultancy in 2003 – The Brand Guy – where he expanded his ‘brand’ area of focus beyond marketing, into all areas of the organization = CEO, Executive Team, Corporate Affairs, HR, Learning & Development, Internal Communications, Customer Service + Experience.
Richard believes that brand is a management issue, not a marketing concept, and everything can and must be branded; your culture, people, strategy, operations and communications. Why do we exist, and what’s our reason for being? How do we walk our own talk by living and breathing our brand values? How do we use our brand to get the best out of our people, and engage them in a sustainable, ongoing way?
Companies he has worked for in this capacity include Macquarie Bank; British Telecom; Allens Arthur Robinson; Dusseldorp Skills Forum; WorldSkills; Deloitte; QBE Insurance; Vodafone; The Apparel Group; CommInsure; The Liberal Party of New South Wales; Microsoft; RAMS; National Australia Bank; CSIRO; Gilbert + Tobin; Lion Nathan; PwC; and Talent2.
In addition to his brand consulting and workshops, Richard heads up the strategy at SHIFT [a STW business], does keynote talks on Brand, People and Communication at conferences in Australia and abroad [he won the inaugural ‘Battle Of Big Thinking’ competition held in Sydney in March 2010]; works on his two blogs; launched his first book [Wake Up Tiger] in 2008; and spends his spare time with his wife and three teenage kids.