Peter Matthews

Peter is Nucleus’ founder and CEO. For over thirty years he has led the company, advising large and small enterprises on innovation, branding, digital and IP strategy and also leading and managing Nucleus’ start-up ventures.

Peter is a ‘big ideas’ designer, who has been able to combine business acumen with creativity consistently throughout his career. While remaining actively in advising clients on business strategy, brand, digital and IP assignments, he is also involved in realising value from new and disruptive business models and integrating the creation and protection of intellectual property. His unique perspective reflects his unusually wide experience, spanning the creation of new brands and brand names, to refreshing brand propositions and identities, to M&A-led brand rationalisations and, uniquely, also has been deeply involved with e-commerce and digital media since the earliest days of the Internet in 1995.

An advocate of ‘putting your money where your mouth is’ Peter also leads Nucleus' ventures, where the company invests in its own ideas. Most notable of these is sQuid, now part of Smart Transactions Group, where Nucleus remains a significant shareholder.

He has advised and led complex brand and digital programmes for many leading companies, including: Amanresorts, Cable & Wireless, Corinthia, Center Parcs, Dunhill, First Direct, Hamleys, Regent, Rothschild, Superdrug, Toyota and UPC.

Peter writes regular blogs and thought-pieces, columns and articles for a wide variety of publications on brand, digital and intellectual property issues. He also appears on television as a brand expert overing matters ranging from brand naming to whether Prince Harry helps or hinders the Royal brand.