S M A Moin is a Senior Lecturer (Associate Professor) in Marketing at Queen Mary University of London, UK. He is an interdisciplinary researcher interested in storytelling, branding, trust, creativity, innovation and leadership. Before moving into academia, Moin worked in several industries, including military (Navy), media, publishing, and financial services. Before joining Queen Mary Universityof London, he worked as the Associate Head of Research and Scholarship at Coventry University London.