Lars FinskudLars Finskud is the founder and CEO of Vanguard Strategy, a specialist strategy consultancy. He has 20+ years experience in management consulting most of which has been dedicated specifically to brand value creation and management. Previously Global rand Specialist of McKinsey & Co. where he co-directed the global branding practice development of McKinsey & Co. Lars has pioneered dynamic brand value management as a managerial science, with an extensive track record of developing important leading-edge methodologies and approaches to brand strategy development and management. Lars has conducted a significant number of Fortune 500 client interventions across multiple industries for companies including Coca-Cola, Philip Morris, Miller, Danone, Credit Suisse, Wyeth and many others. Lars has written a variety of articles on branding for professional journals, a book 'Competing for Choice', and lectured MBA classes. His book Competing for Choice was listed in '10 ideas from academia worth the paper they're written on' by Marketing in 2006. He holds a BSc in International Management and International Marketing from the American College of Switzerland. Read More Read Less