Bertrand Pellegrin

Bertrand is founder and principal of b. on brand, a firm that continues to earn global recognition for exceptional work in luxury brand development, experience design, and brand strategy.

With a background in cultural anthropology and an award-winning career in broadcast television, Bertrand has garnered industry-wide recognition for his unique approach to strategic brand development and what he calls the “Designed Experience.”

Previously Bertrand was senior retail strategist with Gensler Architecture and Design, where he was instrumental in the development of major placemaking projects throughout the Asia Pacific region.

Also in Asia, Bertrand directed major marketing initiatives for Hong Kong’s Lane Crawford, which included the expansion of the brand’s Mainland China presence. In Korea he oversaw the development of Avenuel, a 32-story luxury multibrand department store. Among other things, the role required him to drink Krug champagne with Korean housewives.

His first book, Branding the Man: Why Men are the Next Frontier in Fashion Retail (Random House/Allworth 2009) examines the evolution of the male consumer and offers a strategic branding approach to men’s retailing. He has also written for Design and Display Ideas (DDI), the Wharton Real Estate Review, SOMA Magazine, and the San Francisco Chronicle.

Bertrand is also the recipient of over a dozen national television awards including three Emmys for his work as a broadcast television director and producer, and has appeared as an expert on such programs as the Discovery Channel's "Mythbusters" and NBC's "Today in New York," among others.