Brand Strategy Firm b. on brand™ Officially Launches — New Office, New Website

(February 1, 2011, SAN FRANCISCO, CA) Retail strategist and branding consultant Bertrand Pellegrin announced today the official launch of b. on brand™ from his new offices in San Francisco’s historic Flood Building.

Pellegrin, who previously worked as a strategist for Gensler and as marketing director for Hong Kong’s luxury department store Lane Crawford, said the newly created firm would emphasize integrated solutions in business strategy, retail design, and customer experience.

“There’s no denying that now is perhaps one of the most exciting times to be doing business,” said Pellegrin. “To compete today, brands need to take a more holistic approach to how they position themselves in the market.”

Mr. Pellegrin has consulted for such clients as Louis Vuitton (LVMH), Lotte Shopping Group, Bank of America (BAC), The North Face (VFC), Yum Brands (YUM), and the San Francisco International Airport, among many others.

“There’s no denying that now is perhaps one of the most exciting times to be doing business. To compete today, brands need to take a more holistic approach to how they position themselves in the market.”

Previously he was a senior retail strategist with the San Francisco office of Gensler Worldwide where he was instrumental in the development of major placemaking projects throughout the Asia Pacific region. Mr. Pellegrin developed the naming, placemaking, and brand positioning for such projects as the Shanghai Tower in Pudong, China, and New Songdo City, in Incheon, South Korea.

Mr. Pellegrin’s leadership experience in Asia included positions as the director of marketing for Lane Crawford (Hong Kong) Ltd., Asia’s premier luxury department store, where he oversaw the growth and expansion of the brand’s Hong Kong and Mainland China presence.  Prior to that he was a consultant and senior executive with Lotte Shopping Group in Korea, for whom he orchestrated the development of Avenuel, a 32-story luxury multibrand and entertainment experience in Seoul, South Korea.

Mr. Pellegrin is the author of Branding the Man: Why Men are the Next Frontier in Fashion Retail (Random House/Allworth 2009), which examines the evolution of the male consumer and offers a strategic branding approach to men’s retailing. He is a regular contributor to the San Francisco Chronicle where he writes about fashion and design.

ABOUT B. ON BRAND™

b. on brand™, who’s tagline is “beyond brand,” offers a comprehensive set of services in branding and positioning, retail and product development, and creative direction. Headed by Bertrand Pellegrin, the firm includes a roster of experts and consultants that are customized for each client project. For more information, visit www.bonbrand.com.

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