Tony Spaeth is a management consultant who loves design. He has diverse experience in product and services marketing and advertising (including senior Citicorp responsibilities), and holds a BA in Architecture from Princeton and an MBA from Harvard.

Since 1965, when he first came to Lippincott & Margulies as an account manager, Spaeth has developed a passion for the power of identity as a tool of leadership, and has made this his life’s work.  In 1985, he joined the identity firm Anspach Grossman Portugal (now The Brand Union) as a consulting principal, and also directed the firm’s naming services and its own marketing.  Since 1990, as an independent identity consultant he has served corporate clients both directly and in partnership with design firms.

Spaeth writes annually, in The Conference Board Review, on the year’s noteworthy rebrandings, and has enjoyed professional and student audiences in Brazil, Romania and Russia. He co-edits www.CorporateBrandMatrix.com and edits www.identityworks.com, and now the Identity Forum, to learn as well as to share.