Ian Ryder

British Computer Society / London, England / UK
ian.ryder@gmail.com

Ian Ryder FBCS is Deputy Chief Executive of the BCS, the Chartered Institute for IT, and a director of the Medinge Group.

Ian joined BCS from Uffindellwest, a medium-sized brand consulting company specializing in strategy, communications and design, where he was Chief Executive. Formerly a senior corporate Vice-President for Unisys Corporation and Director, Global Brand Management for Hewlett-Packard Company in Palo Alto, USA, Ian is a visiting Professor for the Thunderbird Business School in the USA, a guest lecturer at Cranfield, Manchester and Reading Business Schools, and the Management Institute de Paris, France and sits on the Advisory Board for Cranfield’s M.Sc. Marketing Programme. A graduate of IMD in Lausanne, he has held senior marketing roles in several major technology companies and has provided independent strategy advice to many other companies inside and outside the technology industry. An international speaker across four continents, chairman, author and lecturer on the subjects of brand strategy, reputation and customer management, and a Fellow of the Chartered Institute of Marketing, Ian has pioneered some breakthrough thinking in marketing and the role of such ‘buzz’ topics as CRM, CSR and Knowledge Management.

Ian is a subject specialist reviewer for Harvard Business School Press and Thunderbird Business School, sat on the Advisory Board of Reading University and was a non-executive adviser to the British Olympic Association. He is a Fellow of the RSA, IoD and BCS, sits on the Editorial Board of The Journal of Brand Management, is on the European Board of CMO Council and was Chairman of the Technology Industry Business Leaders Group for the Marketing Society and Chairman of the Conference Board’s European Council on Customer Strategy. Ian is also a Freeman of the City of London and Liveryman of the Worshipful Company of Marketors. Author, co-author and contributor to many books and published works, and a founding Director of the Medinge Group, a global brand think-tank, two of his co-authored books include Beyond Branding (see www.beyond-branding.com) and Securing the Business Benefits of Globalisation.

Speaking

Humanity-based Brand Strategies
Almost all CEO’s are looking for a strategy to deliver long-term sustainable, profitable growth from a company with happy employees and partners and loyal customers – what are the options? Why does “brand” sit at the heart of successful business strategy?

Customer Management – it’s not Optional!
What are the key drivers of customer behaviour? How can you make that work for you? Do truly understand how your organisation delivers all those promises made by the myriad of links in your supply and delivery chains?

Building & Sustaining Internal Branding
Making the link between brand and business strategy to encourage long-term employee engagement. What are the key drivers and how do you execute a successful programme?

Writing

Issues and Challenges of Developing and Managing Brand Strategy in a Not-for-profit (Chartered) Body
The rules are different for chartered bodies. Not the fundamentals of brand strategy, clearly, but the processes and procedures of development and execution, as the author reveals.
The Journal of the Medinge Group, vol. 2, no. 1, August 2008

Linking Vision and Values with Brand (Specifically Reputation) Management
Organizations often experience failure, either because of a flawed vision, or a shortfall of values. How then do we align internal and external communications to create sustainable competitive advantage as a route to a strong brand reputation?
The Journal of the Medinge Group, vol. 1, no. 1, August 2007