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Sicco is founder of Placebrands, a company dedicated to developing brand strategies for countries, regions and cities. He has been instrumental in developing the theory and practice of place branding. Sicco has led projects for places such as Amsterdam, Botswana, East Africa, Ecuador, Malaysia, Southampton and The Hague.
Prior to Placebrands Sicco was CEO of Brand Meta Global Brand Strategy He developed the groundbreaking Global Brand Proposition Model and subsequent methodologies and tools to help clients achieve the full potential of their brands across markets. Prior to this he worked for Millward Brown as Director of International Research and ACNielsen International Research in Hong Kong.
Sicco has lived, worked and travelled across five continents. His exposure to the great diversity of these continents has helped him to develop his understanding of and sensitivity to differing cultural, motivational, economic, social and competitive issues.
Sicco has (co)authored several books, among them:
- Global Brand Strategy – Unlocking Branding Potential Across Countries Cultures and Markets (Kogan Page, 2003)
- Beyond Branding – How the New Values of Transparency and Integrity are Chaning the World of Brands (Kogan Page, 2003)
- New Age Branding (ICFAI Press, 2003)
- City Branding – How Cities Compete in the 21st Century (Placebrands, 2006)
- Global Branding Perspectives and Challenges (ICFAI Press, 2007)
‘His contribution to global brand strategy is a considerable one, marrying as he does an in-depth knowledge of how brands work to a keen awareness of cultural particularities’.
- The Journal of Brand Management
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