I have two interconnected lives: I'm a brand consultant at Wolff Olins in London, and a visiting professor here at UEA, where I helped create the MSc Brand Leadership programme.

I started my working life as a research fellow at Cambridge, before joining a Cambridge start-up company, Baddeley Associates, which specialised in communicating the complexities of computers to ordinary people.

I found my métier in 1993 when I joined Wolff Olins, one of the world's top branding consultancies, where I now have the unusual job title of head of new thinking.

At Wolff Olins, I've helped over fifty organisations, in the UK and globally, to build their brands – including Amnesty International, Aviva, Barclays, Camelot, Historic Royal Palaces, Oxfam, PwC, National Trust, Tate and Virgin.

I joined Norwich Business School in 2008.

Additional Contacts

You can follow me on Twitter at @robertjones2.

All Publications

Woodhams, M., Steane, D. A., Jones, R. C., Nicolle, D., Moulton, V., Holland, B. R.


Novel Distances for Dollo Data,

in Systematic Biology



pp. 62-77

Full Text UEA Repository



Jones, R.


Big Idea,

Profile Books

ISBN 1861975686

UEA Repository



Jones, R.


DTP: The Complete Guide to Corporate Desktop Publishing,

Cambridge University Press

ISBN 9780521359733

UEA Repository



Key Research Interests

I'm interested in brand-led businesses, and I explored thirty of them in my book The Big Idea (Profile, 2008). More recently, I've become interested in how branding is changing in today's hyperconnected world, and I've led work on two pieces of research published by Wolff Olins: 'Game changers' and 'The new mainstream'. I'm currently working on changing patterns of leadership, and planning a new book for Oxford University Press.

Teaching Interests

I teach two modules on the MSc Brand Leadership programme. ‘Brand now' gives students an up-to-the-minute overview of brand practice, and ‘Brands in action' takes them through a team project with real clients tackling a real brand issue. Both modules draw heavily on my professional experience at Wolff Olins, which I've codified into a set of practice-based theoretical models.

External Activities and Indicators of Esteem

  • I'm on the editorial board of the Journal of Brand Management.
  • I've taught sessions on branding for the Evolve programme at Norwich Business School.
  • I teach branding on the Clore Leadership Programme, the Museum Leadership programme and Ericsson's leadership programme.

Key Responsibilities

I'm professional course leader for the MSc Brand Leadership programme, working alongside Peter Schmidt-Hansen.