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type: "entity"
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tags: ["author", "academic", "marketing-professor"]
related: ["framework-5-dimensions-authenticity", "entity-barbara-duffek", "entity-andreas-eisingerich", "entity-org-harvard-business-review"]
entityType: "person"
canonicalName: "Omar Merlo"
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speakers: ["Omar Merlo"]
sources: ["attention"]
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---
## Segment 4 — attention

## Article 65 — a065

# Omar Merlo

**Profile.** Omar Merlo is a marketing scholar at Imperial College Business School (cited in an Associate Dean capacity) specializing in customer engagement and customer-centric strategy.

**Role in this source.** Co-author, with [[entity-barbara-duffek|Barbara Duffek]] and [[entity-andreas-b-eisingerich|Andreas B. Eisingerich]]; his customer-engagement expertise underpins the emphasis on [[concept-connectedness|Connectedness]] (mutuality over metrics) and the critique of treating influencers as broadcast billboards.

**Contributions attributed in this vault.** Co-development of the [[framework-5-dimensions-authenticity|5 Dimensions]] and the diagnosis of [[concept-stakeholder-misalignment]]. Published via [[entity-org-harvard-business-review-d4|Harvard Business Review]].