By any measure, Scott Lerman is a leader in our field. Now the head of his own firm, he previously led two of the world's leading identity consultancies, Enterprise IG and Siegel & Gale.
In 2005 Scott founded Lucid Brands, a consultancy dedicated to the development of world-class brands. The firm's clients have included Owens-Illinois, Engelhard, Scotiabank, Butterfield Bank, CommonHealth, The Society of American Travel Writers, The Design Management Institute, VOIS, Starshine Academy, Zachry and others.
Before founding Lucid Brands, during his 17 years at Siegel & Gale he held a range of senior positions, including President. Then in 2001 he was named President and CEO of Enterprise IG, Americas (now The Brand Union).
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 offer; and enabled Caterpillar to navigate its businesses and brands through complex global markets.
At Siegel & Gale, Scott helped to revive National Semiconductor's grand old brand; led the teams that developed the strategic brand positioning for Bayer in America and Caterpillar worldwide; worked with Harley-Davidson to define its core promise; gave back to the community through programs like "Principal for a Day"; provided pro bono consulting for organizations like America's Second Harvest; developed the 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 Journal, Wall Street Journal, New York Times, Identity, Revolution, and other publications, and before such diverse groups as The Design Management Institute (where he is an advisory board member), AMA, AIGA (where he sits on the Metro-North Chapter's executive board), The Conference Board, Thunderbird, Apple, and J.P. Morgan.