Sandra Peat is a brand strategist, researcher and leadership coach with more than 20 years of experience helping organisations build brands that drive growth. She is UK Partner at Spikes, where she works with Excitement Points data to uncover the experiences and emotions that create measurable commercial value. Previously, Sandra was Head of Brand at Red Bull UK, Global Head of PR and Experiential at Bacardi, and a Strategy Partner at JKR, leading brand transformation programmes for some of the world’s most recognised businesses. She is also founder of The Brand Behaviour Business and is completing a PhD at Bayes Business School exploring how brand behaviour shapes meaning and growth.