Joseph Ingram

Managing Director, Global Nomad, Tea Drinker

A brand and innovation expert who has worked inside many of the world’s biggest companies, Joseph leads the consulting practice at BBMG as Managing Director.

Joseph has spent the last decade creating and repositioning brands, developing new product pipelines and helping organizations to build innovation capabilities. Prior to joining BBMG, Joseph served as Strategy Director at Purpose, where he led the development of new social movement brands including Everytown and Peers.

A self-confessed innovation enthusiast, Joseph previously consulted on innovation projects at What If, based in the London, New York and Shanghai offices. During this time, he ran projects in 17 countries, tackling initiatives as diverse as infant nutrition, classical music broadcasting, sustainable fashion, diabetes management and automobile design. His clients included Nestlé, Pernod Ricard, Diageo, PepsiCo, The Coca-Cola Company, Unilever, Hershey’s, Banana Republic, Gap Inc., Levi Strauss & Co., Dockers, Walmart, Pfizer and Abbott.

Joseph is a graduate of Aston University in the UK, where he received his BSc in International Business and French. An adopted New Yorker since 2008, he is equally at home in the rural English countryside where he was raised.

What was your first branding assignment?
It was repositioning a classical music radio station for a younger audience. We met a lot of listeners and spent much of our time learning about how Vivaldi can be used to control stress.

What do you believe is the greatest misconception about branding?
A lot of people think that brands are static and that they only change when they are failing. I think brands are like living organisms—they must evolve and change to continue their success and thrive in new environments.

Why BBMG?
I joined BBMG for two reasons. First, I love that the philosophy is to build sustainable brands, products and services which people choose because they love them, rather than because they feel obligated to make responsible choices. Second, the founding values of the company resonate very strongly with me—I absolutely believe that the more we work to bring humanity into the business world the closer we get to building a sustainable future.

What is your family history?
I grew up in England and my family includes several zookeepers and farmers.  We were always very connected to nature and whenever I need a boost of energy, a quick stroll outside is often all it takes to pick me up.

Do you have any quirky hobbies or interests that have impacted your life or way of thinking?
I’ve spent quite a lot of time with primates and they have taught me a great deal about being human.

One thing about me people probably wouldn’t guess is:
That I’m deeply suspicious of oceans and the creatures that live within them.

What kind of music do you listen to?
I absolutely love British indie music from the 1990s. When prompted, I am prone to offering up quite a long monologue about why I think it’s the golden age of music.

If you could only eat one thing for lunch for the rest of your life, what would it be?
Definitely a salad.

 Do you have any bad habits?
I make and drink a lot of tea. I make tea when I am happy, tired, focused, relaxing, eating, reading—and often just because I have forgotten why I came into the kitchen. Boiling water is probably the largest part of my carbon footprint on this planet.

Describe what you do all day at work in one sentence.
I alternate between keeping lots of balls in the air, drinking tea and counting my blessings that I do something I love for a living.