Pat Dade Director of Research: Risk Values When companies say that they know that they are wasting half their advertising budget but don't know which half Lalonde-Dade is the man that tells them how to avoid at least part of that wastage. By slicing society into thin cross-sections, Dade tells companies where there is a concentration of people who would be the ideal target market for a particular product. Major financial services businesses are users of the approach that puts direct mail into the hands of customers most likely to purchase the product or service offered. Pat Dade is an internationally recognized expert in brand development and customer relationship management communications systems and delivery processes. As a founding director of the United Kingdom's leading values research organization he has helped hundreds of corporations and brands harness the dynamics of individual and social change into powerful branding positionings and delivery capabilities. Clients have included organizations as diverse as Shell, Nestle, British Airways, McKinsey Consulting, American Express, GreenPeace, and all three main British political parties. Pat and several colleagues have recently formed a new company, Cultural Dynamics Limited to apply their principles in markets outside the UK and USA. Pat lectures extensively at leading business schools and major international corporate learning centres. He is currently preparing a book updating and expanding on the implications of Maslow's Hierarchy of Needs on social change and branding success, based on his own worldwide experience applying the principles over a period of more than 30 years.

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