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Leading brand practitioner joins Brandnew

Leading brand practitioner joins Brandnew

Ian McDougall, one of New Zealand’s top senior brand practitioners, has joined specialist branding company BrandNew.

The appointment will strengthen strategic communication for the Wellington-based company. Mr McDougall, who relocated from Brisbane, started on Monday (July 28).

Mr McDougall has thirty years experience with some of the world's (and New Zealand's) biggest brands. Including British Airways, Lotto, Bank of New Zealand, Instant Kiwi, Telecom, Toyota, Yamaha, Lloyds Bank of London and Procter & Gamble.

He has worked in Australia, London, New York and Asia. He also lectured MBA and DBA programmes at Victoria University.

BrandNew specialises in comprehensive brand management, and has developed a number of proprietary services that underpins the strategic positioning of an impressive list of businesses and organisations.

This ‘forensic’ approach to brand building is unique and very successful, and is what attracted Mr McDougall to the new position.

“Practicing science before art, BrandNew begins the creative process with strategy and implementation planning, ensuring staff performance and behaviour is consistent with brand values. It’s a very clever and well thought through approach, one that is both robust and defensible, and it works brilliantly,” he said.

“Not only has the model been very successfully used to help innovative companies like Kapiti Cheese rise rapidly as market leaders, it has at the same time established BrandNew as experts in the branding community here and overseas.“

BrandNew CEO Dave Bassett is thrilled with the appointment, pointing out Ian’s skills in strategic communication will further enhance BrandNew’s position as a leading Australasian strategic brand builder.


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