About us

The Corporate Brand Matrix is a team project. Founding team members are consultants Tony Spaeth in New York, and Tom Vanderbauwhede in Antwerp.

Tony Spaeth

Tony Spaeth is an independent corporate identity consultant, who focuses on the use of corporate brands as leadership tools. He specializes in diagnosis of identity needs, clarification of strategic vision, corporate brand platforms and positioning, and employee motivation through creative branding.

Prior to establishing his own practice in 1990, Spaeth was a consulting principal of the branding firm Anspach Grossman Portugal and directed its naming activities. He is a graduate of Princeton (in Architecture) and received his MBA from Harvard, and then learned about identity in the mid 1960s at Lippincott & Margulies.

Tony teams with design firms to help them provide a more comprehensive corporate identity capability.


Tom Vanderbauwhede

Tom Vanderbauwhede is managing director and partner of Lemento, a branding agency based in Antwerp, Belgium. He is a corporate brand consultant with a long track record of corporate and public rebranding operations. He's also the driving force behind ImagebankPro, the digital imagebank solution.

Tom graduated Ghent University with a Masters Degree in Applied Economics, followed by a Masters Degree in Business Administration (Vlerick School for Management - Ghent) in 1999. In 2000, he founded Lemento, a consultancy specializing in corporate branding and identity.

His experience includes work for AB InBev, the Belgian government, BASF, Deceuninck, Flanders Investment & Trade, Media Markt, Umicore and others. Lemento is a member of the Reputation Institute.