New Global MD, Brand Strategy at ORC

Opinion Research Corporation has just taken on Joel H. Goren as Global Managing Director, Brand Strategy. In this new position, Goren will provide strategic branding capabilities and consulting expertise to augment the company's brand research capabilities.

As part of his brand strategy responsibilities, Goren will also lead a new Human Capital Alignment and Effectiveness practice. This group will help companies measure and manage performance improvement across their organisations and optimise customer-employee interactions with the aim of maximising customer loyalty and brand performance.

Goren brings an impressive set of strategic branding credentials to ORC, including more than 20 years of experience in branding strategy, senior consulting and marketing. Most recently, he was Director, Global Strategy Practice at the international consultancy, Quidnunc Group. In this role, he helped Microsoft define its .NET brand, assisted Cargill in developing a brand strategy to support its new business vision and developed a set of tools to help organisations integrate and manage their analog and digital brand relationships. Previously, he spent four years with Interbrand, first leading its US Brand Valuation practice and then as Managing Partner in its New York office.

According to James C. Fink, Ph.D., CEO of ORC's Worldwide Marketing Research unit, 'Joel is a highly talented and accomplished brand strategist who brings a level of strategic thinking that our global clients are increasingly demanding. During his career, Joel has advised corporate executives on strategies to maximize the value of their brands and to measurably improve their business performance. He is a business builder who will both attract new engagements to our company and strengthen our relationships with current clients.'

Dr. Fink added 'By combining Joel's sophisticated consulting and advisory expertise with our extensive brand research capabilities, we can offer our clients a range of brand enhancement and management options previously unavailable in the marketplace. This singular combination of strategy and research greatly reinforces our corporate positioning as the branding firm of choice for market-driven customer strategies.'

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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