Helen Edwards

at London Business School


London Business School

Helen teaches brand delivery and how to create and deliver a consistent and cohesive brand strategy across all internal and external brand touchpoints. Her writing and research focuses on best-practice branding, symbolic consumption and the value of emotional brand connection.


Helen is a partner at strategic brand consultancy Passionbrand, helping to direct global brand strategy for clients including Johnson & Johnson, Avon, MetLife, EDF Energy, BBC Worldwide and Smith & Nephew. She is an award-winning business columnist – writing for industry journals Marketing Week and Campaign – and a regular judge for industry awards. She co-authored Creating Passion Brands: how to build emotional brand connection with customers, published in 2005 by Kogan Page, and has since contributed chapters for The Definite Book of Branding (Sage, 2014), Advertising Works 24 (IPA, 2018), and Eat Your Greens – a collection of essays from industry leaders on evidence-based marketing (APG, 2018).

Courses Taught

Read about executive education

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