New York, US, 31st October 2023: Global brand consultancy, Interbrand is scaling its Economics capability, which helps brands seize marketplace opportunities by determining the risks, rewards and likely business impact of new ideas, by promoting ex-CEO, entrepreneur and thought-leader Greg Silverman to Global Director, Brand Economics. 

Greg, who has worked with Interbrand throughout his distinguished career, is one of the architects of Interbrand’s Brand Valuation Model. As an entrepreneur he developed and sold a software company that creates a “digital twin” of a market. He has led projects on mergers and acquisitions, brand strategy, product launch, brand architecture, customer experiences, brand valuations, and go-to-market strategy engagements for leading global companies. Greg is the host of a podcast called Road to Revenue and the author of “How Customers Behave”. He is working on a new book called How Brands Fail. Greg combines primary research, financial analysis, industry data, advertising plans, and business case modeling to give clients truths that allow them to have confidence to make iconic moves. 

Gonzalo Brujó, Interbrand’s Global Chief Executive Officer, said: “We are delighted to bring such a visionary thought-leader and practitioner to Interbrand to lead our Brand Economics Capability. Interbrand’s brand valuation model is the definitive and the best tool for corporations looking to leverage their brand as a powerful asset. Through robust business modelling, powerful projections and robust risk assessments, Brand Economics aligns business and brand strategy to the CEO agenda. I am confident that Greg will be a powerful partner to our teams and partners, giving them the confidence to make iconic moves.” 

Greg Silverman, Global Director, Brand Economics at Interbrand said: “My vision for Brand Economics is to bring innovations in AI, real-time software solutions, and Interbrand’s proven IP to the choices clients are facing.  Our Brand Economics practice brings the full range of Interbrand’s expertise into the business cases we develop.  Our solutions go beyond traditional media and brand health models by evaluating both the brand improvements decisions make and forecasting the business results that flow from those improvements. I am thrilled to scale our practice to a broader global community that is looking to justify investments in brand. 

Over the past 30 years, Interbrand has conducted the definitive ranking of the world’s Best Global Brands and has conducted thousands of brand valuation exercises, underpinned by its proprietary Brand Strength™ framework, to help business create roadmaps to stronger growth. Interbrand’s longitudinal Brand Economics Data, gathered over the same timeframe, shows that leadership, engagement and relevance are the most critical attributes of the world’s most valuable brands. Through its enhanced Economics capability Interbrand is even better positioned to help clients confidently make moves to drive their brand growth.