Make your brand your advantage

A blueprint for corporate brand clarity

The Brand Matrix, in short, is a blueprint and toolbox for defining, redefining, and aligning a corporate brand’s identity as a stepping stone for management. The methodology guide executive teams through a structured set of questions that examine aspects of identity related to the organization’s mission, culture, competences, values, and other defining characteristics.
The Brand Matrix helps companies understand who and what they are. It offers a strategic focus to clarify an organization’s brand core, align it internally, and communicate it effectively to inspire employees and customers.

The Brand Matrix book

In this book, brand strategist PhD Mats Urde embarks on a journey through the Corporate Brand Identity Matrix and its practical application. Urde helps you see that the corporate brand and the organization can never exist in isolation. They are inseparable. They need to be aligned. They are two dimensions of the same thing.

Mats Urde and Us

Mats Urde, PhD and author of “The Brand Matrix – Corporate Brand Leadership Starts from the Inside”, is a renowned brand strategist and speaker with extensive practical experience. As an associate professor at Lund University, he combines research, teaching, and consulting to help organizations become more brand-oriented. 

We’ve had the pleasure of working closely with Mats over several years, and he continues to impress us. He is a brilliant coach and communicator who brings energy, clarity, and lifts every project to new heights.