Richard Sauerman
Brand Strategist
Branding that shapes perception and drives performance.
About Richard
I’m Richard Sauerman, known as The Brand Guy, a Sydney-based brand strategist ranked in the Global Top 30 Brand Gurus since 2014 (7th in 2026).
I help organisations improve performance through their brand. Most businesses treat brand as a marketing function. I treat it as a leadership issue that starts at the top.
Brand isn’t something you add to a business. It’s what drives it. Not just what you say externally, but how people think, behave and show up internally.
That’s where I work. Aligning leadership, purpose, values, behaviour, and brand so organisations not only communicate better, but perform better.
Some organisations I’ve branded in this way include QBE, CSIRO, RSPCA, and Hunter Water.
Experience
Brandcraft
Director of Brand Strategy (2015 – 2022)
This was my own business. Organisations Brandcraft did the brand strategy, design (logo and identity), and communications work (internal and external) for included CSIRO, Data61, Breast Cancer Trials, Lifestyle Solutions, Rapporr, JB Medical Supplies, Central Data Networks, GFG Alliance, Liberty Steel, Laborie and Frontier Services.
Shift Australia
Head of Strategy (2011 – 2014)
SHIFT was me taking my IP and way of working into a STW owned company. We existed to help organisations uncover and unleash their true purpose, and be an organisation people love working for, buying from, doing business with, and investing in. Biggest project = We rebranded and repositioned QBE around the world, from their CEO down to every one of their 16,000 employees.
The Brand Guy
Brand Strategist (2004 – Present)
Branding that shapes perception and drives performance.
Major branding projects completed for CSIRO, Talent2, QBE [global], Steadfast, Mortgage Choice, Allegis Global Solutions [USA], ADMA, The Queensland Law Society, CSIRO ON, Data61, Breast Cancer Trials, Lifestyle Solutions, JB Medical Supplies, Sportscraft, Anglican Retirement Villages, Horticulture Innovation Australia, Digital Garden, BackTrack, SABA, Surf Lifesaving Australia, Media Federation of Australia, Aquent, True Value Solar, Cancer Institute of NSW, RAMS, The Sydney Jewish Museum, GFG Alliance, Challenger, IQumulate, Stay Kind, Maturious, Cubic, Allura Partners, JAG, Vincent Young Lawyers, Laborie (USA), Gradient Institute, Hunter Health, Hunter Water, The Property Council of Australia, Lumea, Frontier Services, RSPCA, ExoFlare, Sunnyfield.
George Patts
Head of Brand Strategy (2004 – 2005)
Worked with a team of 5 strategists. On the agency Management Team. Done on a part time [50%] basis. Major brands included Arnott's and Tourism Australia.
McCann-Erickson
Director of Strategy (1999 – 2003)
Built and led a strategy team of 10 planners. Helped out in Melbourne and Brisbane offices too. In 2000 McCann topped the national agency list for new business won. Big wins were Southcorp and GIO/AMP.
DDB
Senior Brand Planner (1997 – 1999)
Major accomplishment = pitched 12 times, won 11 times. Wins included Microsoft, Brother, and Harper's Bazaar.
Neon Pigeon
MD (1993 – 1997)
This was my own agency. Our biggest client was The Federal Government Drug Offensive. Neon Pigeon was ranked by BRW as the third best agency in Australia in 1995.
Ogilvy & Mather
Account Director (1988 – 1992)
Ran Toyota, CCF, and Johnson & Jognson accounts.
Saatchi & Saatchi (London)
Account Executive (1986 – 1988)
Hired by Saatchi's as one of 10 Graduate Trainees. Worked on The Famous Grouse, Great Universal Stores (GUS), and The Independent.
Qualifications
Certified Chair Executive Program (2023)
Advisory Board Centre
Masters of English Literature & Philosophy (1992)
UNSW
Key Industries
Software & Tools
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