Thomas Gad – in memoriam


Thomas Gad was a world leading and acclaimed brand strategist and advisor, founder of Brandflight and creator of the 4D Branding methodology.

His main contribution to branding is having created strategies for dramatic changes in the role of the brand in business. Already in the late 90’s he identified how branding developed from a product/service focus, what he calls Transaction Branding introduced as part of the industrialism, to todays prevailing Relationship Branding, introduced by the Internet, in which the customer experience is in focus and the relationship developed between the brand and customer has become more important.

The significant difference between todays branding is the importance of involvement of key stakeholders, including the customers, in the branding process, in everything from product development, distribution, sales, reviewing and recommending.

Thomas Gad created hands-on tools and models to develope this new type of brands for the new digital age, including the 4-Dimensional Brand Mind Space (BMS) and Brand Code (BC) and the Brand Activity Generator (BAG).

In his practice he has a huge and successful experience of working with his modern branding techniques across businesses of various size, in different business areas, and in different business situations like: launching, re-branding, mergers & acquisitions, entering new markets, start-ups etc. and also with places; cities, regions & countries, public institutions and with people (personal branding).

He has worked with companies in different businesses and stages, like: Nokia, BMW, Airbus, Deutsche Bank, Nordea, SEB, Intra-Links, Spotify, Virgin (Richard Branson wrote the forward to his 4 D Branding -book), Scandinavian Airlines, Breitling, Nestle, Skype, Microsoft, Scania, Truphone, Xing, etc.

Thomas Gad lived and worked at many different places in the world, he spent a lot of time in the USA РSilicon Valley, also in Germany, Russia, U.K. and Sweden. In Palo Alto, Ca. Brandflight has a partnership with IDEAN Рleading UX creators.