In this video, Mike tells us why he moved from the design world to brand strategy.

Mike Bainbridge is the EVP Design Intelligence at Sterling Brands. He has over 25 years experience in the brand design business and heads up all strategic planning for all Sterling's design clients. During his time at Sterling Mike has pioneered and overseen the development of a host of pre-design planning tools and techniques for the company to help its clients understand and evaluate existing visual equity and consumer/brand relationships through design. He has worked with hundreds of brands including Tropicana, Haagen Dazs, Campbells, Kleenex, Huggies, Rubbermaid, Martell, Celestial Seasonings and Alka-Seltzer.