Pablo Ulpiano

Pablo Ulpiano González Castro

Brand governance, design operations, and the science of brand growth in AI-mediated choice.

[email protected] LinkedIn ORCID Google Scholar

  • Director, Brand GovernanceSamsung Electronics America
  • Faculty, Masters in BrandingSchool of Visual Arts, New York, since 2013
  • Founder, Third SystemIndependent research on how brands appear in AI answers
Pablo Ulpiano González Castro

01 About

Pablo works where brand systems, design operations and AI-mediated consumer behavior meet.

As Director, Brand Governance at Samsung Electronics America, he leads U.S. brand governance and visual identity, translating global brand standards into scalable systems across lines of business and consumer touchpoints.

Across Samsung, Kenvue, Johnson & Johnson and S&P Global, his work has focused on aligning brand systems, business objectives, customer experience and operational scale inside large, multi-stakeholder organizations.

Brand governance and design systems · AI-mediated consumer behavior · AI availability research · Design and creative operations · Sustainable, human-centered strategy · Brand strategy and experience design

02 Research

He founded Third System, an independent research program that measures how brands surface in AI answers.

It extends the Ehrenberg-Bass constructs of mental and physical availability into algorithmic retrieval. The studies are pre-registered, run on a fixed panel of AI models, and published with open data on OSF.

Selected papers

All papers on Google Scholar and ORCID.

03 Teaching

Faculty in the Masters in Branding program at the School of Visual Arts, New York, since 2013.

His teaching combines systems thinking, branding, design strategy and human-centered methods, with a growing focus on how AI is changing brand behavior and consumer decisions.

From spring 2027The Science of Brand Growth: From Mental to AI Availability
Meet the Master’s in Branding facultyVideo, SVA Masters in Branding on YouTube

04 Experience

  • 2024–nowSamsung Electronics AmericaDirector, Brand Governance, since 2025. Senior Manager, Brand Creative & Governance, 2024–2025.
  • 2023KenvueDesign Program Manager, New-to-World Innovation
  • 2018–2023Johnson & Johnson Consumer HealthGlobal Design Program Lead, J&J Design
  • 2015–2018S&P GlobalSenior Brand Designer, brand design lead for the S&P Global rebrand
  • 2014–2015Ganassini USACreative Director
  • 2009–2014Singular Brand, New YorkFounder, brand strategist and art director
  • EarlierSpainBegan his career in design. His thesis project, a corporate identity for MUSAC (Museum of Contemporary Art of Castilla y León), won a Laus Gold Award.

Education

  • MPS, BrandingSchool of Visual Arts, New York
  • BFA, Communication DesignIED Madrid
  • Graduate Master Class Award, Circular Economy and Sustainability StrategiesUniversity of Cambridge Institute for Sustainability Leadership
  • Advanced studies in advertising management and digital marketingNew York University

Recognition

  • Laus Gold Award, Best Final ProjectADG-FAD, Spain, for the MUSAC corporate identity
  • Jury memberPRINT Awards

05 Contact

[email protected]

LinkedIn ORCID Google Scholar

Based in Dallas–Fort Worth, originally from Spain. Away from work: sailing, mentoring, sustainability and coffee.