GoodBrand & Company

We’re a community of business people with different areas of expertise but united behind one idea: That principled business can and must succeed. That idea doesn’t inform just the work that we do, but also the way in which we do it. We’re committed to challenging and supporting our clients to achieve the best possible results. That’s what motivates and unites us all.

You can always tell a great idea because it’s irresistible and unstoppable. It can go anywhere, evolve and grow, and even shape the way we view and affect the world outside us. That’s how we see the GoodBrand Idea. We’re developing our idea commercially through insight, strategy and branding, and also within leadership training and financial modeling. But we’re also exploring its non-commercial application to supporting social enterprise and enterprise incubation.

Dean Sanders founded The Good Brand Works in 1997 with a mission to creatively turn responsible business practice to strategic advantage. From our earliest days, we have held the vision of developing a thriving community of like-minded responsible business believers and practitioners.

Dean Sanders, Founder

Since launching The Good Brand Works in 1997 Dean has worked internationally helping clients apply social and environmental business strategy in their organisations. He has supported Nespresso in the development of their AAA Sustainable Quality™ and Ecolaboration programmes. Dean has spoken at major sustainability conferences, and is an alumnus of The Sustainable Enterprise Academy at University of North Carolina. Prior to embarking on a career in corporate social strategy Dean worked ten years as a marketing professional in international assignments for Kraft Foods.

Dr Mike Thompson, Global CEO

Mike has been with the company since it began and is responsible for the stewardship of the community, its resources and its enterprises. Mike is a writer and speaker on responsible leadership and sustainable business. Mike is Visiting Professor of Responsible Leadership at the China Europe International Business School, Shanghai. Mike has recently co-edited ‘Leadership, Spirituality and the Common Good: East and West Approaches’ with Professor HC de Bettignies (published Nov 2009).

Mike is on the editorial advisory board of Corporate Governance, the International Journal of Business in Society, and the Journal of International Business Ethics.

Peter Askew, Partner

Peter’s background is in communications and branding. Since joining GoodBrand five years ago he has focused on enhancing the creativity offered through its consultancy, and helping its clients develop sustainable brand visions and engage key audiences. Peter has spoken on the subject of branding and sustainability at several conferences including Kingston University’s ‘Can Green Be The New Normal’ and Poland’s Responsible Business Forum. Before joining GoodBrand he was board director at Claydon Heeley and founding director of Agency Republic, one the of the UK’s leading digital agencies. Peter is a trustee of the charity WRVS.