Brand Manager of the Week: Luke Dawson

Head of marketing and communications EMEA, Herman Miller

Describe yourself in three words.

Commercial, creative and diligent.

What would you be if you weren't a brand manager?

Running my own business.

What advice would you give someone starting their marketing career?

Never stop listening and learning, and be prepared to zig-zag – it's not a straight line up.

What attracted you to your current job?

The opportunity to make a difference combined with space to grow. When I joined, our international division's marketing function was a support team to sales. Today marketing sets the agenda.

What's your greatest ambition?

I keep that close to my chest. I set goals daily, weekly and monthly – I'm very competitive.

If you were a brand, what would you be and why?

Audi. I love sports, try to be progressive and sophisticated in my work, like to innovate and live responsibly.

What is your favourite ever marketing campaign?

DDB's 'Think small' for the Volkswagen Beetle. It cut through, boosting sales, to establish a lifetime of brand loyalty.

What is your all-time favourite slogan?

Apple's 'Think different'.

What marketing trend is dominating your job at the moment?

Digital... we're playing catch-up. Educating and changing behaviours can be challenging.

What hobbies do you have?

Running, horse-riding and travelling.

If you weren't you, who would you be?

I admire many qualities in my father – he has a good perspective on life. If I weren't me, then possibly more like him.

What makes you angry?

Laziness and arrogance.

What's your favourite holiday destination?

Maldives.

If you had three wishes, what would they be?

World peace, health and, one for me: the ability to fly.

What have been your best and worst freebies?

The best was 24 hours in Ibiza with MTV. The worst, a packet of seeds.

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