Greg Hurtz, Ph.D.
David J. Radosevich, Ph.D.
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
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