Biography
Gustavo Mendes is Professor and Program Director at Porto Business School, with more than 25 years of experience in strategic and operational marketing, brand management, and customer management.
He is the Founder and Chief Strategy Officer of Ichika Brand Consulting and a member of the Advisory Board of Brand Futures Lab. Throughout his career, he has held leadership roles at leading organizations in the financial services, retail, food industry, healthcare, and technology sectors. He has led teams and projects in strategy, marketing, branding, and customer intelligence, in both B2C and B2B contexts. His work combines academic research with executive consulting, helping organizations transform in-depth consumer insights into competitive advantage and sustainable growth.
His focus lies in integrating scientific evidence with business practice to build strong, customer-centric brands. He holds a Ph.D. in Psychology from the Faculty of Psychology and Educational Sciences at the University of Porto and an MBA in Business Management from Porto Business School.