On September 29th, Geoff Cook, Chairman and Partner at Base NYC, traveled to Wellesley, Massachusetts to introduce Base to young and dynamic entrepreneurs from Babson College.


After the 4 hour road trip, Geoff was welcomed by Keith Wilcox, great mind and teacher of Consumer Behaviour at Babson, to share his experience with young students from all over the world.

He began by introducing Base and its role as a global brand consultancy with offices in multiple countries across the world. Geoff then proceeded by defining how Base “specializes in not specializing.” This was explained in terms of the services that Base offers, the geographical area in which it moves within, as well as the wide range of clients that Base works for.

Then Geoff paused and asked the class what the strongest brands in the world were and why. With that a spirited dialogue began that included a matrix of the various branded components of Apple to Wikipedia’s definition for “brand identity” and specifically the section “benefits of global branding.”

From this discussion, Geoff then took them through the case study for Kiki de Montparnasse, one of Base NY’s most successful projects in the luxury fashion field to give an insider’s look at how one develops a broad brand identity.

The talk finalized with an opening up of the floor for questions from the students, fascinating questions including, “Do you think the poor level of branding in South America is due to cultural or commercial reasons?”

For more information about Babson College, click here.