The Tao of Branding Piers Schmidt
Piers Schmidt, Founder, Luxury Branding, London and Cape Town

Bio for Piers Schmidt

In 2002, Piers Schmidt founded Luxury Branding, an agency that provides consulting, creative and communications services to the global luxury industry from offices in London and Cape Town, South Africa.

During a career spanning 25 years, Piers has advised prestigious clients on brand strategy, including the conceptualization, branding and roll-out of One&Only Resorts, extending the brand of Giorigio Armani into hospitality, codifying five trophy assets into the Dorchester Collection and masterminding the brand-led turnaround of failing Naïade Resorts as LUX* Resorts & Hotels. Luxury Branding has also acted for Belmond and was agency of record for Taj Palaces, Hotels, Resorts and Safaris, for whom it continues to work on strategic branding projects.

Piers’ expertise and extensive experience is complemented by his reputation as a writer and commentator on business and brand strategy while his opinions on the luxury market and hospitality are frequently reported by international titles, including The Wall Street Journal, Financial Times, Forbes and Monocle as well as global broadcast media.

A graduate of Cambridge University, Piers started his career at Charles Barker, the world’s leading public relations agency. In 1993, he became a brand consultant at Interbrand Newell & Sorrell, where he served as a board director and head of strategy, responsible for clients including Barclays Bank, British Airways, Austin Reed and Selfridges.

In 1998, Piers co-founded The Fourth Room, a pioneering brand consulting firm, which attracted a blue-chip client list and was sold to US Interactive in 2002, an e-commerce integrator for whom he became vice president, Europe.