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About the Author
David Pearson has helped define marketing strategy for over 40 years and has worked with those at the highest levels at Sony, Procter & Gamble, Mars, Pillsbury and Pentland. He has worked for multinationals, start-ups, himself and, though he has achieved many successes, he has also known failure, and knows what it takes to turn a brand around.
He is the only person in the UK to have received all the following honours: Fellow of the Marketing Society, Fellow of the Royal Society of Arts, Fellow of the Chartered Institute of Marketing, Elected to the Marketing Hall of Fame, Member of the Marketing Group of Great Britain and Liveryman of the Worshipful Company of Marketors. He served on the editorial board of the Journal of Brand Management from 1993 to 2011.