Incorporating History Into A Family Business Brand


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Join us to gain an appreciation of how to build the family business narrative into a brand.

This educational session will use practical examples to highlight how to build on history and heritage when creating a successful and impactful family business brand.

Rob Gray will share his thoughts and how he has worked with family firms to build their heritage into the brand with plenty of practical examples.

Rob is the Strategy Partner at Squad. Rob pursued an early interest in design until his art teacher made plain that he couldn’t draw. Fortunately, he found his way into planning with the international advertising agency TBWA, which provided the opportunity to think creatively about business, without having to draw. He became the lead strategist on global brands and won two IPA Awards, before joining a breakaway strategic consultancy where he advised Royal Mail, Sage and Asda among others.

Since becoming a co-founder of Squad in 2008, Rob has led our strategic function. He works with leadership teams to help pinpoint and articulate their position. Having worked on many brands, Rob believes the ability to orientate around a compelling position is what sets the successful ones apart. His early dalliance with design gives him a natural affinity with creatives when bringing positions to life.

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