Fred Saunders is vice president, Brand and Social Impact, at Autodesk. He is responsible for developing Autodesk’s brand strategy and for differentiating Autodesk as a purpose-driven brand helping customers do more, better, and with less negative impact. He has worked with many of the world’s leading technology and finance brands during critical points in business and brand development, including Microsoft, Dell, Intel, Lending Tree, Juniper and Charles Schwab, both in-house and at agencies. Before joining Autodesk, Saunders was founder of Two Five Five, LLC, a marketing and strategy consultancy focused on aligning organizations around cohesive, ownable, and executable stories and marketing strategies.