Alex Simonson holds a Ph.D. in marketing, with distinction, from Columbia Business School, Columbia University, a J.D. from New York University School of Law, and an A.B., magna cum laude, from Columbia College, Columbia University. 


He was co-head of Guideline’s division in charge of legal and brand protection research, and has designed and conducted surveys for numerous law firms, agencies, and consumer products companies since the mid 1990s.


Alex is a recognized expert in the field of trade dress.  His work has been cited in various media such as Business Week, Harvard Business Review, Ad Age, BBC Television, Fox News, The Washington Post, Forbes, NPR Morning Edition, and Women’s Wear Daily. 


In addition to published articles, Alex is co-author of Marketing Aesthetics, a best-selling executive business book on understanding consumer responses to design, creating strategies for using design in marketing, and testing reactions to trade dress.  The book has been translated into 12 languages worldwide.  He has published numerous articles in leading marketing, strategic and intellectual property journals such as “How and When Do Trademarks Dilute,” “Survey Evidence in False Advertising Cases,” “Trademark Surveys,” “How to Enhance Trademark Survey Evidence,” and “Unfair Advertising and the FTC.”


Prior to and during his consulting and research career, for over ten years he was a full-time professor of marketing, with positions at Georgetown University School of Business and at Seton Hall University School of Business.   He has taught and developed courses on marketing research, corporate brand strategy, building strong brands to MBAs, executives and undergraduates.  Alex has been an invited speaker on communications testing and claims substantiation testing to companies such as Bayer, Kraft and American Home Products; on measuring dilution in 2003 for the American Marketing Association; on consumer behavior related to trademarks in 2002 for the International Trademark Association; on survey design at the 2000 for the Practising Law Institute; and on brand strategy and protection at Columbia Business School, The Conference Board and other companies.  He has also been a consultant to a variety of organizations including the Federal Trade Commission on survey design for deceptive advertising.


He has been Co-Chair and Chair of various conferences on false advertising surveys, and marketing and public policy.





Alex Simonson was born in New York in 1962 and currently resides in the New York/New Jersey metro area.