Allen Adamson is a noted industry expert in all disciplines of branding. He has worked with a broad spectrum of consumer and corporate businesses in industries ranging from packaged goods and technology to health care and financial services, hospitality, and entertainment. Allen's newest book, Seeing the How: Transforming What People Do, Not Buy, To Gain Market Advantage focuses on the consumer experience as a competitive advantage and how this change in perspective has allowed companies to achieve dramatic growth and categorical leadership. His previous books, BrandSimple, BrandDigital, The Edge: 50 Tips from Brands that Lead, and Shift Ahead, are used as textbooks in higher education business programs across the country.He spent the earliest part of his career as a marketing executive in packaged goods at Unilever, one of the world's largest consumer goods companies, where he oversaw a broad range of consumer products.Allen held senior management positions at iconic ad firms, Ogilvy & Mather and DMB&B, before arriving at Landor Associates where he rose to the position of Chairman. Under his leadership, the company partnered with various global brands, including Accenture, G.E., J&J, FedEx, HBO, Marriott, MetLife, P&G, Sony, and Verizon. Additionally, he guided non-profits, including the 9/11 Memorial and Museum, the Central Park Conservancy, and the Council on Foreign Relations.Allen is an Adjunct Professor at New York University's Stern School of Business. He serves as the brand expert-in-residence at the Berkley Center for Entrepreneurship at NYU Stern, working with student entrepreneurs from across NYU to help them develop & execute their brand "story". Allen is an Expert Witness, helping companies across a broad spectrum of industries defend their brand against competitive threats and encroachment.A sought-after industry commentator, Allen has appeared on ABC News, NBC's Today Show, CNBC's Squawk Box, and Closing Bell. He speaks on branding for a range of professional organizations and conferences. He is often quoted in publications, including The New York Times, the Wall Street Journal, Advertising Age, the Washington Post, and Bloomberg. Allen is Co-Founder and Managing Partner of Metaforce (www.metaforce.com), a disruptive marketing and brand consultancy which, unlike traditional firms, takes a multi-disciplinary channel-agnostic approach to marketing challenges.Allen received his B.S. from the S.I. Newhouse School of Public Communications at Syracuse University and an MBA from New York University's Stern School of Business.