Mats Urde

As a researcher, educator, and consultant in strategic brand management and a pioneer in the field of corporate branding, Mats Urde bridges theory and practice. He is an associate professor at Lund University in Sweden with a passion for case-based teaching and learning and has been voted Coach of the Year in the International MBA John Molson case competition in Montreal. As a business advisor, he has brought his concept of the Brand Matrix to businesses, organizations, and institutions worldwide, from Volvo to Komatsu to the Nobel Prize Foundation. His articles have appeared in leading publications, including Harvard Business Review (“What Does Your Corporate Brand Stand For?” 2019), and he is an appreciated keynote speaker. In his spare time, he enjoys sailing and riding Icelandic horses.