Dr. Larsen is one of the world’s leading branding specialist. He has led the research on the revolutionary data analysis and marketing research tool called the brandr Index. He is an Icelander born and bred, with a PhD in branding from the University of Iceland in Reykjavik, where he is currently Associate Professor of Marketing. His educational and professional background covers marketing, business and psychology.

In his many roles as a business owner, a consultant and a university lecturer he noticed a lack of accessible measurement and brand tracking tools. Growing and maintaining a strong brand is a significant investment for companies. On the other hand, the lack of analytical tools measuring brand-investment yield has traditionally caused friction between corporate marketing and finance departments. The old ‘Top of Mind’ and brand awareness surveys are simply not good enough. Dr. Larsen decided to take on the challenge of improving brand measurements.