Brand Finance joins the first CMO Council Meeting of the year to present on the results of the Global Soft Power Index 2025.
This meeting, joined by fellow members from councils such as Corporate Strategy, Customer Experience, and Chief Operating Officers, offers a unique opportunity for deep, cross-functional discussions on approaching the commercial side of business holistically.
Richard Haigh, Managing Director at Brand Finance, joined the programme to share the results of the Global Soft Power Index 2025, which explores the role of soft power in international relations and business. In particular, he focused on responding to the decline of globalization. The international community is becoming increasingly divided, reversing the once seemingly inevitable processes of globalisation. How can nations mobilise their soft power to hold our fragmented world together?
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Richard has over a decade in value-based marketing, brand valuation and intangible asset valuation. He sat on the ISO Technical Committee 289 on Brand Valuation and contributed to the Brand Evaluation standard ISO 20671. He lectures on brand valuation and other topics to business schools and has a regular guest lecture series at London Business School.
While at Brand Finance he has overseen an array of the internal initiatives and studies while also leading many of the client relationships. With experience from B2B and B2C industries and brands, Richard has worked across all of Brand Finance’s service lines as a Chartered Accountant (ACA) and member of the Chartered Institute of Marketing but particularly specialises in valuation.
In addition, he has a BA in Mathematics from the University of Oxford.
