Pierre Balloffet is a communication and branding specialist, with several articles in leading journals and award-winning reference books among his publication credits. He has also spoken at various international conferences. He is a talented communicator with a real passion for the industry who is unrelenting in his commitment to quality and maximum audience impact. In his writing, consulting and teaching, he constantly strives to bring original, relevant and highly principled perspectives to the fore. He is an associate professor in the HEC Montréal Marketing Department.