I’m an advocate for brands. My professional mission is to protect the idea of brands, and to promote their importance not just to marketers or even just to consumers, but to the whole system of commerce we all rely on. I think brands matter because they make corporations accountable and because, by creating choice, they make consumers powerful.
I’ve spent my career as a strategist, helping corporations build profitable, sustainable brands (profitable is easy, sustainable isn’t), and I’ve been privileged to work with a lot of famous and successful ones. But I don’t think of brands as simple marketing instruments. I see them as a social force, one that’s more central to the way we’ve decided to live than anyone on either side of the selling of things wants to admit. So, besides my consulting work, I’ve spent several years teaching the subject, speaking about it to audiences of all kinds, and most recently as an author. I’m still a practicing consultant, but I also think I’m something a bit more unusual: An idealist, with experience.
If you’d like to know more about where I’ve been and the brands I’ve worked with, you can find the whole story right here. If you think I might be able to help you, then you can skip that step and go straight here.
You can also find him on his branding blog www.brandcowboy.com