Giles Lury is a Director of leading brand consultancy The Value Engineers and leading author on marketing. He has worked in advertising, market research, packaging design, corporate identity and brand consultancy. His specialist subjects are brand positioning, brand architecture, and innovation. During his career, he has won two IPA Advertising Effectiveness Awards and a gold award at the AMSO Research Effectiveness Awards. He is a regular contributor to the marketing press, and he blogs for The Marketing Society.