Currently Head of Department and Professor of Brand Management at the University of Sussex Business School. I have previously worked in various business schools including the University of Bath, University of Melbourne, and Monash University. My research has focused on the market for authenticity, summarised in my book Building Brand Authenticity: 7 Habits of Iconic Brands. I am interested I all aspects of branding, including the focus on authenticity, responding to crises, brand purpose and storytelling, branding and national identity, all of which are included in my best selling textbook Brand Management: Cocreating Meaningful Brands 2nd ed (Sage 2021). My current work examines the analog revival and argues that the old has value because it is more difficult to use.