Head of Brand, ArcelorMittal
Ian Louden is Head of Brand, Worldwide, and a General Manager of ArcelorMittal, having joined the Company in October 2008. His principal responsibility is to build and maintain the ArcelorMittal brand, recognising that ‘brand’ is in fact the concept of what ArcelorMittal stands for, and thus is key to influencing stakeholder choice. Building this concept and managing the visual interpretation of the brand are ongoing tasks. Specific activations of the ArcelorMittal brand have been the company’s sponsorship of the British Museum’s Moctezuma exhibition (2009) and the London Design Festival (2010), and planning and design issues around both the Chicago ArcelorMittal Leadership Convention (2010) and the annual FT ArcelorMittal Boldness in Business Awards. In 2011 he guided the creation of the Aperam stainless steel brand. He is heavily involved in ArcelorMittal’s sponsorship of the London 2012 Olympic and Paralympic Games.
Prior to joining the company he was a Brand Consultant, working most recently with the international brand consultancy FutureBrand, and before that with Enterprise IG and Siegel & Gale. At FutureBrand he was involved with the programme to develop the Mittal Steel brand resulting from the merger of LNM with Ispat and the acquisition of ISG. Subsequently he led the brand consultancy programme to create the ArcelorMittal brand. Other clients at FutureBrand included Saudi Aramco, Riyadh Bank, Nokia, the Swiss private bank Lombard Odier and the aerospace and defence company Cobham.
He originally trained as a graphic designer and worked in that capacity for 10 years before becoming a brand consultant.