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Edward Zuber

Kevin Clark
Greg Hurtz, Ph.D.
David J. Radosevich, Ph.D.
Edward Zuber,
Founder and
Brand Advocate
Human Brandsources

Ed Zuber is a business alignment strategist and a thought-leader in connecting brand and workforce toolkits to solve common business challenges and create virtuous cycles. He is the founder of Human Brandsources, a consultancy that helps organizations develop powerful, authentic brands and engaged workforces of advocates.

Previously, he created and led diverse teams of marketing analysts at IBM, serving as a trusted advisor to IBM senior executives across the last decade. His innovative and integrated approaches to strategy and analysis won recognition and numerous awards in several areas, including brand and advertising strategy, company values, career development, and the launch of a new business offering, Trusted Identity.

Edward’s breakthrough approaches to in-marketplace testing using experimental designs saved IBM more than $1B in estimated pipeline on one project alone. Since joining IBM in 2000, he helped IBM evolve its brand and increase its brand value by $9B to $62B in 2009, erasing a $17B gap with Microsoft to become the second-most valuable global brand, according to Interbrand.
Prior to IBM, he received an official commendation and recognition for his work in HR at the United States Postal Service, including safety and personnel research, climate assessment, and motivational program development.

Edward graduated cum laude in Psychology from the Pennsylvania State University and attended the Industrial- Organizational Psychology graduate program at the State University of New York at Albany. There, he taught numerous undergraduate Psychology courses, including Statistical Methods and Analysis, Industrial/Organizational, Personality, and Developmental.

Edward is a prolific writer and speaker, including hundreds of proprietary analyst reports for IBM. Publicly, he has presented at The Marcus Evans Employee Engagement and Internal Branding Conference, The Marcus Evans Market Research & Consumer Insights Conference, The American Psychological Society Annual Convention, and The Society for Industrial and Organizational Psychology Annual Conference, where he was honored with the Wherry Award.
“Ed is an extremely thoughtful, thorough and collaborative marketing and communications professional. We worked closely together for two years on an influential global brand research study at IBM. I appreciated his grounded approach to the work, his willingness to listen to our needs and concerns, and how he helped find the best ways to address them. He helped to conceive of the study, analyze and articulate the findings, and effectively share the results with teams throughout the company at all levels.”

Teresa Yoo, Director,
Strategic Brand and
Values Communications, IBM
(via LinkedIn)

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