Fred is a Senior Affiliate at Verbal Identity.
He has over 20 years of experience creating and managing global brands, including SAP, IBM, Huawei (where he first met Verbal Identity), AT&T, Siemens and Philips. He left his leadership role at Interbrand in London last year to found Olix Consulting, and has been collaborating with Verbal Identity from day one, most recently for enterprise software provider IFS.
Fred started his branding career in naming. One of his most notable naming successes was NiQuitin, although he’s never smoked a cigarette in his life.