Visiting lecturer in marketing
Nationality: French and American
M. Asselin began at the Fromageries Bel in Paris where he launched the first cheese sold in individual portions on the European market, the Mini Babybel. M. Asselin worked for Nestlé from 1981 to 1991, first as a Brand Manager in foodservice, and then towards the development of the positioning, name, packaging and marketing business model for Nespresso, one of the few products generated internally by Nestlé recently. He launched the lead market initiatives and directed Nespresso Inc USA.
He was then in New York from 1992 to 2001 as the Managing Director of Arnell Group, one of the first companies to understand, create and develop holistic and synergistic brand campaigns, he crystallized a creative methodology to initiate, develop and support sophisticated and consistent brand communication plans: The Powerbrand ®. The latter proved very effective when applied to international brands such as Donna Karan, Chanel, and Samsung.
In 2001, he created Coherence - Brand DNA and contributed to the strategic and creative development of brands such as Bayer, Agnes B., Nestle (Findus), Timex (GC) or the international launch of Taiwanese and Chinese brands in the field of child education, design, food and B2B.
M. Asselin has been visiting lecturer since September 2011.