Michael J. Berland is the Chief Executive Officer of Edelman Berland, the strategic research and analytic business arm of Edelman PR.
Michael is an internationally recognized strategic advisor and communications consultant and an expert in how people think and behave as consumers, voters and decision-makers. He has led studies and campaigns for the world’s top brands, blue-chip companies, political candidates and entertainment clients in more than 80 countries on six continents.
In his 20-year career, Michael has become known for applying the insights and tactics of the political campaign trail to the corporate arena, creating highly aggressive, tightly focused image and marketing campaigns. His expertise includes image analysis, message development, corporate and product positioning and targeting.
Michael’s clients have included multinational companies, professional sports leagues, entertainment figures, higher education and cultural institutions, and political candidates in the US and abroad. He has been the official pollster for PARADE magazine. Michael has worked with political candidates in the US and abroad. He served as strategic advisor to New York City Mayor Bloomberg in his 2001 and 2005 mayoral campaigns. For Hillary Clinton’s 2006 Senate and 2008 Presidential primary campaigns, Michael used state-of-the-art targeting to win key victories among especially challenging demographics in critical regions of both campaigns.
Michael’s book What Makes You Tick? How Successful People Do it—and What You Can Learn From Them (Harper Collins 2009) offers an unprecedented compilation of introspective interviews, advice and analysis of success with first-person stories from 45 leaders in business, sports, fashion and entertainment from Heidi Klum to Jeff Zucker to Richard Holbrooke.
TV appearances include CNBC, MSNBC, PBS’ “Wall $treet Week,” and “Your World with Neil Cavuto” on Fox News. He has been featured in USA Today, Parade Magazine, and The Wall Street Journal. Michael was also featured advising The Dixie Chicks in Oscar-winning director Barbara Kopple’s documentary Shut Up & Sing about the band’s controversial criticism of President Bush.
In 2002, the Advertising Research Foundation (ARF) awarded Michael The David Ogilvy Research Award for his global targeting and communications research for BP.
Michael chairs the Gotham chapter of the Young Presidents’ Organization (YPO) chapter in New York City. He graduated magna cum laude from the University of Massachusetts at Amherst, where he was a Commonwealth Scholar and received his initial training at the Social and Demographic Research Institute.