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Biography
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| Scott Lerman |
Scott has built his career by helping companies navigate critical
moments in their creation, transition, and extension. His unusually
broad and deep expertise in integrated brand consulting, corporate
identity, design, and implementation comes from over two decades
as a leader and practitioner.
Before founding Lucid Brands in 2005 Scott led two of the world’s
leading brand consultancies. During his 17 years at Siegel &
Gale he held a range of senior positions, including President. In
2001 he was named President and CEO of Enterprise IG, Americas.
At Enterprise IG he helped DuPont create and spin off INVISTA,
its $6.8 billion synthetics fibers business, acted as trusted council
to American Express’ card, travel, and small business sectors;
worked with organizations in flux, including Pfizer, to foster employee
engagement; and helped Caterpillar navigate its businesses and brands
through complex global markets. He recently led a brand program
for CommonHealth that was chosen as one of the “Rebrand 100™”.
At Siegel & Gale, Scott helped to revive National Semiconductor's
grand old brand; worked with Harley-Davidson to define its core
promise; gave back to the community through programs like "Principal
for a Day; provided pro bono consulting for organizations
like America's Second Harvest; and launched many of the world's
most influential financial services brands.
A frequent author and lecturer, Scott has explored the issues shaping
businesses and brands in The Design Management Review, Identity,
Revolution, and other publications, and before such diverse
groups as DMI, The Conference Board, Apple Creative Forum, and J.P.
Morgan’s Institutional Investors.
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