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A State of Trust

INTERNATIONAL EXPERTISE. PROVEN LEADERSHIP.

Driving growth and impact with global ​insight and operational excellence.
Founder & CEO State of Brand

Boris Janicek

State of Brand is led by Boris Janicek, a seasoned leader with a wealth of ​experience across diverse industries. We work with companies at critical ​stages of their development, providing strategic insight and operational ​expertise that drives sustainable growth and meaningful impact.
Under Boris’s leadership, we ensure that every project is supported by a ​network of specialized experts, combining a global perspective with deep ​industry knowledge to create bespoke strategies that resonate across ​cultures and markets.
We bring extensive experience with top-tier brands such as L’Oréal, Estée ​Lauder, Ladurée, and LVMH, alongside agile, mid-sized companies eager to ​break new ground and explore new opportunities. Our expertise spans ​everything from successfully launching new ventures and entering untapped ​markets to accelerating growth and driving strategic business expansion, all ​while navigating a wide range of challenges in diverse industries.

At State of Brand, we are committed to aligning business success with ​broader societal goals. Whether through sustainability initiatives, diversity ​and inclusion, or community engagement, we ensure that our strategies ​contribute to a better world.

TESTIMONIALS & RECOMMENDATIONS

The trust and praise of our clients and peers are testaments to the ​impact State of Brand has made in the industry, underscoring the ​values that drive our consultancy.
“Boris is insightful, creative, energetic and talented. He is full of ideas with a precise vision of his ​objectives. Through his inspiring, motivating attitude he gets the best out of his team and himself. It has ​been a real source of inspiration for me to work beside him.”

OMAR HAJERI

Global President, L’Oréal Professional Products Di​vision
“Boris is a strategic thinker with exceptional human leadership skills. His expertise in sales, both retail ​and wholesale, his strong marketing expertise, and his digital acumen make him a very strong asset to ​any team. He combines creativity with practical business. A team builder and hard worker, Boris thrives ​in multicultural environments and speaks multiple languages, significantly enhancing our global reach. ​His extensive international experience further enriches our team. His energy, drive, and aspiration for ​success are really contagious. Boris is a great addition to any organization and a key driver of success.”

JOFFREY CHARTIER

CEO, Sabon
“Equally adept at defining strategy and executing it operationally, Boris Janicek also possesses ​exceptional leadership abilities!”

LAETITIA HELOUET

President, National Observatory of Urban Policy (Ex Rapporteure ‘Cour des Comptes’, France’s supreme audit institution)
“I had the pleasure of studying with Boris and then working together with him at Estee Lauder. Boris is a ​wonderful collaborator and a superb marketer, one with a wealth of experience working across many ​markets and cultures. He is, moreover, a passionate team leader and mentor, one that truly takes to heart ​the responsibilities of leading his organization.”

BART SAYER

SVP General Manager, Clinique International
“Boris is a strong manager combining a business oriented approach together with a savvy marketing ​profile. An asset for any consumer good company looking for a Managing or Marketing Director.”

J​OCELYN ROBIOT

C​EO, Flexdev Group (Ex Senior VP Marketing, Adidas)
“Boris is a great leader who manage with passion, enthusiasm and positivity. He has the ability to create ​great and talented teams with people who have different backgrounds and profiles. He gives the sense, ​build clear and unique strategy in order to deal with change and achieve ambitious results. Highly ​committed, he energized teams and stakeholders on unique projects and new roads. I have the chance to ​work with him in two different companies it was a pleasure, I learned a lot.”

SANDRINE MEUNIER

Chief People Officer, Aircall (Ex VP HR The Estée Lauder Companies France)
“Boris is a great leader. He envisions a stretch but realistic future for his business, shows passion for it ​and energizes his team -and beyond- around it. In a difficult business situation, he led the turnaround of ​the brand and attracted key talents to his team. In addition to this, Boris is very structured in his thinking, ​both strategically and operationally, driving clarity through simple and very effective communication. It ​has been an absolute delight to work with Boris over the past couple of years.”

STEPHANE GAULLIER

VP Global Finance and Strategy, Clinique and Origins (The Estée Lauder Companies)
“Boris is a strong manager, great commercial acumen combined with strong marketing experience. He is ​a great communicator and has a relaxed yet professional approach with people. He knows to catch every ​opportunity and transform it in business reality.”

VINCENZO MINORE

Group CEO, The Grooming Company Holding (Sisters, N.BAR, 1847, Jet Set, Well Be)
“Boris has a clear vision and work closely with his team and stakeholders to develop strategies to achieve ​that vision. He motivates his team and partner with the commercial team in the region well. He is a ​passionate and authentic leader.”

CINDY LAU

President and Regional Director, Moët Hennessy China and North Asia
“Boris is a fantastic person to work with. He is a charismatic leader with a clear strategic vision, great ​interpersonal skills and a unique capacity for empathy. Working with Boris during 2 years has shown ​how passionate a business leader he is and how his curious nature and positive attitude lead him to ​succeed in all the projects he undertakes. Building strong relationships with his work colleagues, he takes ​the time to share his experience and guidance to help develop in their own professional paths. It has been ​a real source of inspiration for me to work beside him.”

NICOLAS MC EWAN

International Director, Hennessy Editions Rares LVMH
“Hands down, the best professor I’ve had at Sciences Po Paris. Enthusiastic. Smart. Accessible. Motivated. ​Engaging. Thanks to Mister Janicek, I learned USEFUL rather than purely theoretical skills I can apply ​- and have applied – in business.”

PAULINE BROWN

Freelance Marketing Consultant (Ex VP Product Marketing, Dataiku)

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We craft solutions that drive growth and impact.
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