I started the Consultancy in 1994 following over 20 years in increasingly senior roles in consumer and healthcare brands in the UK and Internationally particularly in Asia. I was privileged to work in a number of blue chip brand led organisations (Reckitt and Colman, Seven Seas, NZDB, Dumex (Asia) etc.) The first consultancy roles were with Johnson & Johnson (Tokyo) and NZDB (Fonterra) in Mexico.
Of great help in the process has been the brand building experience gained with Reckitt and Colman (Dettol, Lemsip, Harpic etc), the exhilaration of being part of the team that revitalised Seven Seas, and certainly the management knowledge gained from running Companies in Asia.
Another part of the mix is an understanding of different cultures following long term residency in Asia (Singapore/Jakarta), extensive worldwide travel and spells in Tokyo, Amman and Tabuk (Saudi Arabia).
Now over ten years later this background is invaluable across the spectrum of industries I have been involved with but particularly in areas such as natural healthcare, international development, teasing out hidden assets, and solving key issues on strategy and growth.
The combination of experience and the interest in theory, stimulated by MBA studies (1993-5 ) and earlier contact with Theodore Levitt and Michael Porter, allows a holistic approach to business problem solving. A particular interest is developing IP and the consultancy has assisted in the submission of several Patents, Trade marks and Registered designs.
I retain a keen interest in the way people connect to brands in so-called low involvement categories and the theory behind how brand engrams are developed. This work is conducted with leading practitioners from the industry and academics.
David Elliott BA (Lon), MBA Executive Management (Hull), MCIM.