Scott Lerman's Page

I work at. . .

Lucid Brands

See our website at. . .

http://www.lucidbrands.com

My Job Title/Role is. . .

CEO and Founding Partner

(and co-chair of the REMIX conference with Jeannette Hanna)

My primary areas of design management focus are. . .

Brand Identity, Communications, Corporate Identity, Design Management Consultant, Graphic Design, Information Design, Marketing, Research, Web Site Design

Short bio?

Scott Lerman
CEO and Founding Partner, Lucid Brands

Scott has built his career by helping companies navigate critical moments in their creation, transition, and extension. His broad and deep expertise in integrated brand consulting, corporate identity, design, and implementation comes from over two decades as a leader and practitioner.

In 2005 Scott founded Lucid Brands, a brand consultancy dedicated to the development of world-class brands. The firm’s clients include Butterfield Bank, Engelhard, Scotiabank, CommonHealth, The Society of American Travel Writers, The Design Management Institute, The Washington Center, VOIS, O-I (Owens-Illinois), Starshine Academy, and many others.

Before founding Lucid Brands, Scott led two of the world’s leading brand consultancies. During his 17 years at Siegel & Gale he held a range of senior positions, including President. In 2001 he was named President and CEO of Enterprise IG, Americas.

At Enterprise IG he helped DuPont create and spin off INVISTA, its $6.2 billion synthetics fibers business, acted as trusted strategic council to American Express’ card, travel, and small business sectors; worked with organizations in flux, including Pfizer Informatics to realign their offers; and advised Caterpillar and Harley-Davidson as they navigated their businesses and brands through complex global markets.

At Siegel & Gale, Scott helped to revive National Semiconductor’s grand old brand; led the team that developed the strategic brand positioning for Bayer; worked with Harley-Davidson to define its core promise; helped Caterpillar to define its global brand positioning; gave back to the community through programs like “Principal for a Day”; provided pro bono consulting for organizations like America’s Second Harvest; developed brands and strategies for online businesses including The Weather Channel, LycosShop, ClickRadio, TreasuryPoint.com, and Kodak; and launched many of the world’s most influential financial services brands, including NationsBank, PNC Bank, and Caja España.

A frequent author and lecturer, Scott has explored and commented on the issues shaping businesses and brands in The Design Management Review, Wall Street Journal, New York Times, Identity, Revolution, and other publications, and before such diverse groups as DMI (where he serves on the advisory board), AMA, AIGA, The Conference Board, Thunderbird, Apple, and J.P. Morgan.

My Favorite example of a remix is. . .

The Platypus

DMI Annual Conference attendance. . .

I'm a regular.

DMI Member?

Yes