26 February - 1 March 2018


Christopher R. Smith

Christopher R. Smith


Founder & CEO




Born in the UK in 1969, brought up in Saudi Arabia and settled in Spain, Christopher R. Smith is a leading expert in the field of branding and management. Speaker, author, teacher and consultant, he is sought after for his deep knowledge of strategic branding as an innovative tool that helps solve many managerial problems. His theories on organisational identity have given a qualitative leap to the understanding of brands.

After achieving a degree in Image Science at university in Madrid and going on to post graduate studies in Design Management, he set out to work as an Art Director in advertising becoming Creative Director of Adverbo, a Madrid based agency. He then moved on to Corporate Identity Project Management in Sendín, a strategic design studio.

His passion for the possibilities that the conceptualisation of brands offered led him to start up his own consultancy in 2008: BrandSmith. Since then he has applied his proprietary method of business consulting for leading brands, based on business and management innovation through long-term brand visualisation and transformation. In the process he has designed new management systems such as `The Brand Thinking Model´ inspired by the Spanish intellectual Javier Fernández Aguado’s theories on organisational soul.

Christopher has wide experience. He has consulted and led training sessions for many Spanish and multinational companies and institutions such as Cosentino, Disney, Tecnalia, Enea, Orbea, LKS, HispaVista, the Spanish government (collaborating with the Spanish National Design Award Winner Pepe Cruz Novillo), PricewaterhouseCoopers, Santander Group or Mahou-San Miguel.

He also works on an international scale for organisations like PEFC, based in Switzerland and present in over 35 countries for whom he has delivered workshops in Kuala Lumpur, Washington D.C. and Geneva, or Vikudha, a global trading company based in Hong Kong. In the next few months he will be delivering seminars in Brasil and China for Orkli Group.

Academically he is very dynamic, teaching branding on the MBA and the Master in International Business programmes at the EAE Business School, delivering the inaugural master class on the Executive Programme on Branding at the Madrid School of Marketing and on various specialist Masters at different institutions like the Nebrija Business School, Rey Juan Carlos University, Francisco de Vitoria University and on the Industrial Design Master programme at the Mondragon Unibersitatea.

Due to his extensive research work he has published and participated in ten books, amongst which we can find “Identidad Diferencial” (Crecento/Expansion), “Nuevas claves de Management en el Siglo XXI” (Lid Editorial) or “Beautiful Pyme” (McGraw-Hill), as well as supervising the translation to Spanish of “Brand Meaning” written by the British brand expert Mark Batey. He also writes articles regularly and participates frequently in business forums where he shares his widespread knowledge with CEOs and executives from all sorts of industries and backgrounds.