About Mr. Paco Underhill

Shopping Scientist, Brand Futurist , Best Selling author, Paco Underhill is one of the world’s premier brand building experts – advising Fortune 100 brands from Microsoft, Mc Donald’s, Adidas, Starbucks, Bloomingdales, Estee Lauder, The Gap, Ann Taylor, Comp USA, Unilever, Gillette, Hewlett Packard, Citibank, Bank of America to name a few.

He is a New York Times and Wall Street Journal best seller of ground breaking books on branding, including Why We Buy, Call of the Mall among others. His book, Why We Buy: The Science of Shopping was an internationally recognized bestseller and has been published in 27 languages. The success of Why We Buy and his retail insight makes him a highly sought after resource for columns and editorials. He is regular contributor to The New York Times, Money Magazine, The Washington Post and The Wall Street Journal, among others.