Head of Strategy and Research

Alex Reid

Alex leads Sequel’s brand strategy and insights team spanning research, positioning, naming, brand architecture and content development.

His creativity and strategic thinking have contributed to a broad set of clients, including Google, Delta Air Lines, SAP, TD Ameritrade and Walmart — providing expert consultation on assignments stretching from market research to positioning and communications strategy to all aspects of design and activation.

With more than 20 years of experience in strategic branding, Alex has served as a senior executive at Lippincott, Sullivan and Sterling Brands and founded two independent branding agencies. Alex earned his master’s degree in management from Oxford University’s Saïd Business School and a bachelor’s degree in architectural design from Yale University.

I’m fascinated by what drives people to do what they do — finding what inspires them and makes them tick. I help clients realize their ambitions by identifying and shaping the strategic elements of their brands that connect with key audiences and drive growth.”

Some of Alex’s work

  • SAP

    Redefining the role of brand and naming strategy in partnership with a global technology leader