Brand Fusion

Heritage Site; fast growing FMCG companies in Australia and global technology organisations. Formerly Associate Head of Department at Chester Business School, Tom was the Executive MBA Director responsible for the development, recruitment and delivery of this programme and working with a number of corporate businesses such as MBNA, Bank of America, DELL Technologies, Essar Fuels, HSBC, as well as nationally recognised charities like Chester Zoo, large public sector organisations and diverse range of engineering companies and fast growing start-ups. He currently holds a role as Visiting Professor in Management at the University of Chester. Tom has also authored various academic journals, conferences papers, local economic strategies that for Local Economic Partnerships. He was also awarded the Santander International Research Excellence Award in 2016.

"Brand Fusion: Purpose Driven Brand Strategy is a great textbook that bridges the gap in the market where theory, application and evaluation of real life case studies uniquely blend together to form an exciting and thought provoking read. It is great to see a book that is not only aligned with the professional body learning objectives but that offers practical and purpose-driven brand strategies for organisations wishing to successfully develop their brand. I would highly recommend this text to students and practitioners alike".

Dr Ian Grime, Senior Examiner CIM - Managing Brands (Level 6)



"Brand Fusion: Purpose Driven Brand Strategy. Branding is even more important in an essentially new sustainable world which has survived a pandemic, and 'Brand Fusion' is a unique hard hitting book which explores the fusion between user experience and customer experience, management of big data and digital technology to develop effective purpose driven brand strategies, which are required in a more demanding and results driven environment. This excellent topical book offers practitioners a data driven logical and effective approach to devising sustainable brand strategy, and it provides students detailed contemporary case studies, which highlight a range of effective strategic branding approaches used within charities, SMEs, B2B, services and FMCG organisations. This incisive book covers a wealth of valuable aspects of marketing and strategy and so is a very necessary tool for students studying for degree, postgraduate and professional body qualifications".

Professor Ruth Ashford, Emeritus Professor, Former Chief Examiner Chartered Institute of Marketing



"This book captures the essence and importance of brand strategy as purpose-driven, customer-focused and stakeholder co-created asset for organisations. It provides the most contemporary, yet authentic, value-based insights encompassing varied cases that bring to life the aspect of data-driven and technology powered brand management and strategy development. It should be proposed on core reading lists for brand management degree programs and professional marketing courses as it tactfully amalgamates theory, practice and application as a fusion of contemporary practices through its 'live case' approach. It has also cleverly captured the aspect of strategic brand management through evidence-based research which should be useful for corporate brand leaders and those small and medium sized business owners, for impactful dissemination of branding strategies, both at strategic and operational platforms".

Professor Vish Maheshwari, Associate Dean Academic - Student Experience University of Salford