As a top retail consultant and marketing strategist, BJ Bueno has built a reputation based on his insight and expertise into building customer-focused brands. He is the author of several books including Customers First: Dominate Your Market by Winning Them Over Where it Counts the Most (McGraw-Hill, 2012) and the co-author of The Power of Cult Branding (Crown Business, 2002).

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BJ served on the board of the National Retail Federation for over ten years. BJ has been interviewed by CNN, USA Today, New York Times, and CNN en Español. BJ is currently a member of the Citizens’ Stamp Advisory Committee, where he consults the United States Postal Services on potential subjects for inclusion on stamps and how to best honor them.

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BJ is filled with curiosity on what drives human behavior and is constantly looking for ways to tap into the consumer psyche about what makes them loyal to a brand's relevance.

Currently residing in Orlando, FL, BJ was born to a Seventh Day Adventist missionary family in the Dominican Republic, and he grew up in places like Bolivia and Peru.