Ed Lopez

Co-founder & CBO

I am the Co-founder and Chief Brand Officer (CBO) at Strut. CBO is a relatively new and unfamiliar title. We have all heard of the CEO, COO or even CFO but given the nature of our business, we felt it was important to include a CBO in our structure. Traditionally the role of brand falls under either the CEO or perhaps the Marketing Manager, but it is a role that leans heavily on character traits like intuition, emotion, creativity and visualisation that are common with creative thinkers. CEOs traditionally come from business backgrounds where common traits are analytical, logical, liner, numerical, algorithmic and verbal. A classic example of a CEO who is in truth acting as a CBO was Steve Jobs, as he left the numbers to someone else whilst acting as a true visionary to deliver Apple’s innovative products.

My role as CBO is to oversee every brand decision and ensure that everything we do is in line with our purpose, values and vision for our company. I also use this same approach with client brands. I also provide creative direction to our team, although they are very talented and I find myself having to do this less and less these days.

LinkedIn / ed@strut.agency

1/1

Making time for a quick photo between fires

The pap of Glencoe from Kings House Hotel

SFRS Swift Water Rescue refresher course in Inverness

Creatively directing or directly creating

Away from the office/studio, I (sadly) enjoy listening to brand audiobooks and podcasts, reading, I enjoy time with my family, Art and design, Jiu-Jitsu, cooking and socialising.

“Your brand isn’t what you say it is. It’s what they say it is.”
– Marty Neumeier

Every day I get to have in-depth conversations, with interesting people, who are as passionate and ambitious about their own business, as I am about helping them meet their full brand potential.