Who is Who
Shyam Vasudevan
Expert in Branding, Marketing and Consumer Psychology
With over two decades of experience in building brands that connect deeply with people and cultures, Shyam Vasudevan is a seasoned strategist and storyteller. As Director and COO at IdeaWorks Design and Strategy, he has led brand positioning, marketing and communications projects for some of the world’s most recognisable companies and destinations.
Shyam’s work spans 22 international place branding projects, including tourism, trade and investment promotion campaigns for countries and regions across Asia, Europe and the Middle East. Notable projects include long-term involvement in Incredible !ndia, Malaysia Truly Asia, Invest India and campaigns for UKTI.
In parallel to his consulting work, Shyam shares his knowledge through guest lectures at leading institutions such as MDI Gurgaon, IIFT New Delhi and IMT Ghaziabad. He is also a mentor for Startup India and the Kerala Startup Mission, and a member of the Medinge Group, a think tank on brands with a conscience.
Director & COO
Shyam Vasudevan is the Director and Chief Operating Officer of IdeaWorks Design and Strategy Private Limited, a multidisciplinary brand and marketing consultancy headquartered in India.
Under his leadership, IdeaWorks has grown to serve a wide-ranging portfolio of corporations, startups, and place brands across 22 countries, states, and regions. The firm’s integrated campaigns have successfully engaged audiences in over 89 countries worldwide, spanning diverse sectors and cultural contexts.
Speaker & Lecturer
A sought-after speaker and writer, Shyam regularly contributes thought leadership on subjects including evolutionary psychology, place branding, marketing strategy, technology and automation in marketing, M&A strategy, and foreign direct investment (FDI) policy. His ability to connect psychological drivers with real-world marketing challenges has earned him invitations to advise businesses and governments alike.
In addition to his corporate leadership role, Shyam is actively engaged in academia. He lectures on marketing, consumer behaviour, and strategic management at leading business schools, where he is widely appreciated for his cross-disciplinary approach and industry relevance.
Interview
Branding with Purpose and Psychology
With two decades in branding and campaigns like Incredible India to his name, Shyam Vasudevan blends strategy with psychology. In this interview, he shares insights on place branding, agenda alignment, and finding a place’s voice.