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About me

Thank you for reading my profile.

I'm a brand design specialist with over 30 years experience, creating, re-positioning and extending brands for both corporate legends and smart challengers.

I specialise in packaging because I'm fascinated by its unique role in branding: Simultaneously part of the product as well as a communication medium. This gives it unique power.

My career started in Marketing at Unilever before I switched sides to join a new agency called Design Bridge. After playing a leading role in that agency's development, including 7 years as Founder and Managing Director of the Amsterdam office, I set up Osborne Pike 17 years ago. Usual story - keep it small and add direct value to clients and their projects.

The 3 most important things I've learnt in all those years are these:

1) A brand works by telling a story that consumers want to participate in, because it builds their own personal narrative.

2) Design (for packaged goods read: Packaging design) is the single most powerful source of signals that tell your brain you're in the right story.

3) Don't ask consumers how they make their choices. You'll get a reply from the rational 'System 2' part of the brain, which was barely involved in that decision.

I expand on these points in articles I've posted here (more on Linked In).

The art of branding is to (re-)create the stories and signals, that our brains link with life-saving, comfort-enhancing, mate-finding goals that we carry around in our deepest subconscious.

This calls for insight, analysis and a deeply meaningful creative connection. That's what I, and my company, are here to deliver.

Specialties: Brand design strategy, design consultancy, brand positioning, creative direction, account direction, training and speaking.

Details

ContractPerm

LocationBath, England, United Kingdom

Skill LevelDirector

LanguagesDutch (schoolboy level...)

Tagged Job TitlesManaging Director

Achievements

Pro member:

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Contributor:

Steve has been a Contributor since 14th April 2016.

Invitex3Influencer:

Steve was recognised as an Industry Influencer on 14th April 2016

2Judge x 2

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Recommendations

Currently No Recommendations

Skills

Branding, Packaging, Packaging Design

Sector Experience

Food & Beverages

Clients

AB inbev, Coroos, Danone, Friesland Campina, Lovechock, Lutosa, Mondelez International, Nestlé, Peperami, Wilbers & Wilbers

Activity

Connections2 Followers4,719 Following4

Likes25

Creativepool member since 14 April 2016

Steve's Connections

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Bomper Studio

United Kingdom

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Antonino Lupo

Senior Content Manager, Battenhall

United Kingdom

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Steve's Connections

Bomper Studio

Antonino Lupo