We invite branding authorities to contribute work which can assist the business and communications industry in further understanding branding. The type of material sought will provide practical examples, guidance and tools in addition to promoting a particular perspective. Book reviews on major brand books can also be submitted. For more information on contributing, please contact email@example.com.
DNA has initiated, designed and built this site and is responsible for its ongoing management. DNA is one of New Zealand's leading design communications companies. Our award-winning work regularly features in prestigious publications such as Graphis. DNA's brand philosophy revolves around the defining power of identity and its expression. We are sponsoring this site because of our interest in sharing further viewpoints and insights on the role of branding for business.
DNA led the creation, and is the driving force behind allaboutbranding.com. We manage this resource using an editorial team that is comprised of DNA staff members. The team make-up includes a number of our business, brand and online strategists, a couple of our creative directors, our research strategist and a number of our Account directors. DNA staff have first hand experience in maximising the value of brands and are all focused on contributing insight, strategy and creative execution to an organisation's brand and business success. We believe this breadth of perspective is critical to the ongoing diversity and debate on this site.
Chris Macrae is an independent brand counsel who specialises in brand as the "heart" of the organisation. His focus is on processes that connect the brand, the business model, value exchanges and digital transformation strategies. He is the author of three authoritative books on brand organisation and leadership: Brand Architecture; Brand Chartering, and Living Brand Reality. As a prominent host of dialogue about brand on the web since 1995, Chris has access to a wide range of expertise in brand management.
Jack Yan founded Jack Yan & Associates in 1987. He is an authority in branding, identity, typography and cross-media branding, speaking and writing worldwide on these topics. His interests include Confucianism, automotive design and experiencing international cultures.
Mark Di Somma
Mark's 'touchpoints of truth' philosophy springs from a deep commitment to the power of brand and a passion for truly integrated communications. He has a particular interest in the "language" of brand. As a member of The Audacity Group, Mark works with companies and their agencies as a thinker, writer, speaker and facilitator.
Peter is author of Marketing Genius, partner of The Foundation, and previously CEO of the Chartered Institute of Marketing. Clients include British Airways, Coca-Cola, Microsoft and Vodafone.
Professor Guenther Mueller-Heumann
Emeritus Professor of Marketing, Otago University, where he built up the largest university marketing group in Australasia, Mueller-Heumann has developed, directed and contributed to senior development programmes worldwide. He has written numerous books and is a sought-after keynote speaker and business and management consultant.
One of Asia/Pacific's top marketing practitioners, Steven Howard is a positioning specialist, marketing consultant, keynote speaker, and author based in Australia and Singapore.
Alan Bergstrom, chief brand strategy officer at The Brand Consultancy has helped to revitalize some of the world's leading brands. A frequent speaker and author, he is also the founder of the Institute for Brand Leadership (www.instituteforbrandleadership.org) and serves as its Executive Director.
Amit Singh holds a Masters in Business Administration from H.N.B Garhwal University. He is currently a research analyst with ICFAI where he is currently working on his doctoral thesis.
Anna has been General Manager of DNA Auckland, and formerly an Account Director with New Zealand business and brand consultancy, DNA who sponsor allaboutbranding.com.
Anne is an Aussie based in London, at TwentyFirstCentury Communications,
where as creative strategist, she is charged with developing integrated
creative solutions for business communications programmes.
Bill Nissim consults with organizations on strategic branding imperatives. His website contains reference materials, links, and helpful articles on the many facets of branding. In addition, Nissim released his first book "The Brand Advocate" to provide a tool-kit for the marketing practitioner.
Recognized as one of the world's leading experts on brand management and marketing, Brad is a much sought after speaker, writer and consultant. He was formally the director of brand management and marketing for Hallmark.
Bret Kinsella is a Director and General Manager of Sapient's Supply Chain Service Line. He has over twelve years of experience in marketing, strategy consulting, and supply chain technology. His client experience includes Fortune 500 and start-up companies in the United States, Europe and Latin America. Several of his current and past clients include General Motors, Conoco. Compaq, Wells Fargo, Intel, Banamex, Rock-Tenn, The State of Michigan and Star Alliance.
Christine Arden was the founding editor of allaboutbranding.com. In her 18 + years experience within the design and advertising industry - in New Zealand and in the UK - Christine has seen branding evolve from being an externally driven marketing concept to being that of a vital business asset, central to every organisation's performance, focus and success. She has always been a passionate advocate of the power of branding and the need for continuous and shared learning. In her 14 + years as an owner and Director at New Zealand's leading business and brand consultancy DNA, Christine had first hand experience in maximising the value of a brand in contributing to an organisation's success.
Dr. Dan Herman builds emotionally powerful brands. He also leads training workshops in which he teaches the principles and methods for creating emotionally significant brands, as well as mission focused marathons, in which the participants create such brands in a methodical and guided process.
Dannielle Blumenthal, Ph.D. is a public affairs specialist. Currently with the U.S. government, Dr.Blumenthal previously served as director of the Institute for Brand Leadership and has also held
positions at The Brand Consultancy and Young & Rubicam's futuristic trend consultancy, The Intelligence Factory. Dr. Blumenthal is the author and co-author of several books and has served on the
editorial board of the Journal of Brand Management.
Dave Dolak is a Professional Certified Marketer who holds an MBA in Marketing from the University of Northern Virginia. Dave is an author, speaker, and consultant on marketing, branding, and business development issues. His works have been cited and published by many sources including: Brandweek, Ernst & Young, Marketing News, and USA Today.
David Brody and Alex Bernstein
David and Alex are Managing Partners at North Venture Partners, a Los Angeles and San Francisco based strategic consulting and investment firm that works with early-stage lifestyle, entertainment, and technology ventures. The North team includes a diverse collection of venture development, financial advisory, and brand marketing change agents: who work with early stage ventures to deliver the planning and execution needed to connect with consumers and ultimately with investors. You can read more colorful commentary about branding gone wrong on their blog http://www.dontgosouth.com.
Dean Robb is President of Robb Consulting, LLC. Since 1994, he has helped numerous domestic and foreign business leaders build high-performing, innovative, entrepreneurial enterprises. His expertise combines 26 years of practical, real-world experience in corporate America with in-depth research in human and organizational systems.
Dennis Hahn is executive vice president of Portland, Ore.-based ID Branding, a full-service branding agency, specializing in creating integrated, strategy driven branding programs for regional and national clients, including Kodak, Microsoft, H.B. Fuller, SAIF and TriMet.
Dick Stroud is the managing director of 20plus30, a consultancy that specialises in marketing to 50-plus consumers. He previously had a career with IBM and PA Management Consultants. His primary topic of interest is making interactive marketing channels more effective with the over-50s. Dick's latest book, The 50-Plus Market, was published in October 2005
Dr. Arlo Brady
Dr Brady is a management consultant at Mott MacDonald, a researcher at the Judge Business School, Cambridge University, and a business writer. Arlo has authored over 20 reports, papers and articles and he is a sought after public speaker. His book, "The Sustainability Effect, Rethinking Corporate Reputation in the 21st Century", was published by Palgrave/Macmillan in 2005.
Dr. Seamus Phan
Seamus is Asia's leading authority in Internet security, e-business
strategy, total quality, e-learning, knowledge management (KM), business re-engineering, and high-tech marketing. He is a published author, keynote speaker, editor, independent broadcast journalist, curriculum developer, adjunct professor, and researcher. He has been credited with cutting-edge
publicity for high-tech companies. He is frequently invited as an analyst and correspondent for TV, radio and print media.
Felicity Stevens and Mark Di Somma
Felicity coaches and mentors, and consults to a range of organisations and independent operators in areas of brand development, strategic marketing and communications. Prior to setting up Nutshell, Felicity spent 6 years as National Marketing Director with professional services firm, KPMG both in New Zealand and Australia and 4 years as National Practice Development Manager with law firm, Russell McVeagh. Mark is a "pusher" with Wellington-based brandthinking company, The Audacity Group and a founding contributor to allaboutbranding.com. Mark speaks and writes regularly on brand and its implications for business. You can meet and book him at www.markdisomma.com.
Frank van den Driest
Frank van den Driest is a consultant and executive coach with over 14 years of marketing and insight consultancy experience and co-author of the book, "Super Brands: Brands and Markets of the Future". He is a Managing Partner and co-founder of EffectiveBrands, a global brand marketing consultancy. EffectiveBrands focuses exclusively on serving the unique opportunities and challenges faced by global brand marketers, providing effective solutions for global brand Innovation, Organization, and Capability Development with offices in Amsterdam and New York.
Gerry McGovern delivers web content management expertise in the form of seminars, consulting and methodologies. Gerry McGovern has spoken about content management across the world and Clients include: Lloyds TSB, IONA, Hewlett Packard, Richemont, Novartis, Software AG and Schlumberger, and his weekly email newsletter New Thinking has some 7000 subscribers.
Grenville Main is the Managing Director of DNA Design, the New Zealand-based agency responsible for initiating and developing allaboutbranding.com
Author of Unconventional Business (www.unconventionalbusiness.com), Harish Chauhan is the Founder and CEO of Business by Philosophy, a management strategy firm helping business owners and leaders 'get on the same page', capitalize on their goodwill, and directly operationalize their Brand to increase their shareholder wealth, company value and optimize their ability to pass on or sell their business for maximum returns and prosperity.
Helena Rubinstein, Managing Director and founder of the lab, a strategy company that focuses on branding and other related intangible issues. She is an expert on brand strategy and organisation and has had the privilege of working with many blue-chip companies such as Motorola, British Telecom, Gillette, McDonald's, Coca Cola and Shell to name but a few.
Ian Kirk is senior strategist for Leo Burnett's brand consultancy - The Lab, where he is responsible for developing new intellectual property. A graduate of Oxford, University, Ian serves on the board of the UK's Institute of Contemporary Arts and is an advisor to the performance arts company Fierce Earth.
Jacques Chevron has extensive marketing experience in consumer goods and services in international as well as US markets for such successful brands as Colgate Palmolive, McDonald's, Kellogg, Philip Morris, Leo Burnett. Jacques is frequently sought as an expert and lecturer on marketing issues (Institute for International Research, French-American Chamber of Commerce) and he regularly publishes in U.S. and European magazines.
Jeremy Bullmores first job was a trainee copywriter with J Walter Thompson in London and he stayed with that agency until his retirement in 1987. He became a successful copywriter, writer/producer, creative group head and head of television: then from 1964 to 1975, head of the creative department and from 1976 to 1987,chairman, London. From 1981-1987, he was chairman of the Advertising Association and Since 1988, has been a non-executive director of the Guardian Media Group Plc and WPP group plc. He was awarded a CBE in 1986.
Jerome D. Smith
Jerome Smith is a business communications visionary defining the corporate strategy for BrandEvolve, Inc. where he is CEO. He has a passionate approach to branding, creative problem solving, and the creative process. His insight to branding comes from his evolution as a NYC graffiti artist, to an integrator of brand communications solutions across the mediums of print, broadcast/multimedia, and Internet.
Joe Benson and Bret Kinsella
About the Authors Joseph Benson is a brand strategist with over 25 years of experience building and strengthening brands for corporations, departments and individuals. As vice president of strategy at Sapient Corporation, he specialized in brand strategy, business strategy and customer behavior. Clients include JPMorganChase, Staples, The American Cancer Society and The Disney Channel. He has an MFA from The American Film Institute and was nominated for an Academy Award. Bret Kinsella cofounded and leads Sapient's Supply Chain group where he employs department branding principles. Kinsella's past clients include Fortune 500 and start-up companies in the United States, Europe and Latin America. Prior to joining Sapient, he worked in Accenture's strategy practice and ran e-business and product marketing for software maker Formation Systems. His first career was in politics where he focused on strategic communications, and legislative and campaign management at the federal and state level. He earned an MBA from UCLA and a bachelor's in Economics from the University of Pennsylvania's Wharton School.
John Davis is a marketing professor at Singapore Management University, author of 3 books on marketing (most recent being Measuring Marketing : 103 key metrics every marketer needs), a former Fortune 500 marketing executive, and an award winning entrepreneur. He regularly consults with executives from the world's leading companies.
Swedish brand planner Jonas Bergvall believes that the secret to
Revealing a brand's true strengths is done by combining science with fiction. Over the last decade he has served a wide range of companies
Joseph Benson is a brand strategist with over 25 years of experience designing and implementing brand and marketing strategies for financial services, healthcare, high technology, entertainment and retail clients. Most recently, he was the Vice President of Brand Strategy at Sapient Corporation, growing and managing a global brand strategy practice. During his tenure, he worked on over 50 brand engagements. Clients include Chase/JP Morgan, Staples, Morningstar, The American Cancer Society, Lucent Technologies, Schroders, L.L. Bean, Bain, Verizon, Avon, Disney and Nickelodeon.
A recognised authority on branding and persuasive human communication, Karl Treacher has been instrumental in the development and success of some of the world's largest brands and their people.From a formal behavioural science and marketing background, Karl continues to be a sought after source of competitive advantage for progressive brands, and organisations that are serious about stepping outside of convention on their way to the top.
In Australia and the United States, Karl contributes to a variety of
professional publications including B&T Weekly, BRW, Professional Marketing Magazine and allaboutbranding.com.
Kartikeya Kompella is the Business Head of a leading DM Agency in Chennai, India. He has 10 years of varied experience in the fields of advertising, brand consulting, marketing and online branding.
Kevin Roberts is CEO Worldwide of Ideas Company Saatchi & Saatchi. He is also inaugural CEO-in-Residence at Cambridge University's Judge Institute of Management, and Professor of Sustainable Enterprise at the University of Limerick, Ireland, and the Waikato Management School in New Zealand. Kevin is a co-founder of the New Zealand Edge project (www.nzedge.com) and a trustee of the Turn Your Life Around Trust, an Auckland charity that mentors at-risk teenagers.
Kim Castle successfully helps hundreds of small business owners grow their businesses and is co-author of the 150+ page BrandU Bible, the only step-by-step workbook that gives entrepreneurs the tools to develop their business as a brand and the upcoming Why BrandU: Big Business Success No Matter Your Size.
Kirk Martensen is President of Goldmarks Company, a Chicago-based
consultancy that specializes in brand extension licensing.
Lucian James' passion for identifying and delivering emerging trends has driven his career as an entertainment creator, consultant and brand strategist. His 10 year experience has included working for MTV and Planet 24 in London (where he created over 1,000 new TV formats for networks such as MTV, VH1, HBO, Showtime); pop culture factory, World of Wonder in Los Angeles; and brand strategy group Tattoo. In 2002, Lucian formed LucJam Inc - a team of research and brand consultants based in San Francisco.
In the mid-1980's Madigan spearheaded the integration of general advertising and direct marketing activities for the $65M Xerox account. Highly successful, sales-focused communications programs led him to pioneer and practice many of the integrated and relationship marketing disciplines practiced widely today.
His company Madigan Pratt & Associates, is dedicated to helping clients, including Fortune 500 companies to optimize their marketing programs to acquire and retain profitable customers.
Marc de Swaan Arons
Marc de Swaan Arons is a consultant, executive coach, and speaker on the topic of global branding with over 15 years of marketing experience at Unilever in Europe and the US. He is a Managing Partner and co-founder of EffectiveBrands, a global brand marketing consultancy. EffectiveBrands focuses exclusively on serving the unique opportunities and challenges faced by global brand marketers, providing effective solutions for global brand Innovation, Organization, and Capability Development with offices in Amsterdam and New York.
Martin Lindstrom is a leading thinker in his field, a visionary and an educator in the rapidly growing field of wireless, on and offline branding, Lindstrom has authored several best-selling books on the use of emerging techniques for building strong, international brands.
Martin Roll advices several multinational corporations and growth-oriented local businesses on Branding Excellence across multiple industries in Asia and in Europe. He is a very experienced guest speaker, an engaging conference chairman and well-known leader of board and management workshops in all parts of the world.
Martin Roll is CEO of VentureRepublic and he brings more than 15 years of experience from the international advertising, healthcare and technology industry. He contributes leadership opinion articles on branding issues to international publications and serves regularly as panelist and facilitator in conferences and seminars.
Martin Roll is Visiting Professor in Strategic Brand Management at the China Europe International Business School (CEIBS) in Shanghai which is recently ranked the top Executive Education in Asia by Financial Times. He is also chairman of BrandWorld China in Shanghai.
Martin Roll is MBA from INSEAD and Singapore Permanent Resident.
Matt Haig is an independent consultant advising organizations of all types and sizes on creating integrated marketing and branding solutions. As one of the very first writers on e-business, Matt has always been at the forefront of developing leading edge marketing solutions. Acclaimed for his no-nonsense pragmatic style, Matt is a popular speaker and author of numerous books including Mobile Marketing: The Message Revolution; <a href="/index.lasso?article=380">Brand Royalty</a>; and most recently <a href="/index.lasso?article=323">Brand Failures</a>.
Trained as a graphic designer, Matthew was originally attracted to design management because he loved the way "soft" design could solve "hard" problems. After the fall of the Berlin wall he went to Eastern Europe, opening his own design and branding studio in Prague in 1993 to help clients maintain their global standards while adapting to local needs. Later he joined a telecommunications start-up in the Czech Republic where he worked to reposition the brand up-market and delved into brand implementation issues that went far beyond the obvious marketing activities. During 2002, he played a central role in successfully rebranding the whole operation to T-Mobile.
Matthew now lives with his wife and son in New York City, where he is a freelance brand consultant and graphic designer.
Professor Merlin Stone is one of the world's leading CRM researchers and
consultants. He is Business Research Leader with IBM and also IBM Professor
of Business Transformation at the University of Surrey. He is a Director of
QCi Ltd, Charter UK Ltd (formerly Swallow Information Systems Ltd.), The
Database Group Ltd and ViewsCast Ltd. A prolific author with some 20 titles
to his name, he is on the editorial advisory boards of numerous journals.
Syndicated columnist, author of Naming for Power, Founder
of ABC Namebank International, world-renowned lecturer, and an expert on corporate
naming issues. Naseem is a committed follower of sobriety in corporate communication
strategies and a harsh critic of the "beer commercial" mentality on corporate
naming and the influence of voodoo branding on our culture. A hilarious speaker,
he has a deadly message on why Corporate Image USA is on fire.
Nicholas Ind is a writer and consultant based in Scandinavia. He is the author of seven books including The Corporate Image (1990); Terence Conran (1995); The Corporate Brand (1997), Living the Brand (2001) and Inspiration (2004). He is also the editor of Beyond Branding (2003).
Nick Wreden, MA, MS, is a noted brand futurist, speaker and branding consultant. He is an adjunct professor in the graduate program at Mercer University and the author of FusionBranding: How to Forge Your Brand for the Future, which outlines how companies can execute powerful brands with the strategies of customer equity, accountability and operational excellence.
After years working on brands like Absolut, John Deere, IBM, LEGO, Ford
Motor Company, H&R Block, UPS and others, Hanlon founded Thinktopia, an idea
engineering firm. Their first thinking technology, Primal Branding, is being
released February 2006 by Simon & Schuster.
Paul Stewart is a Director of TMI New Zealand. He was previously chief economist for the ANZ Banking Group (NZ) Ltd and has held key executive roles specialising in operationalizing corporate strategy through brands and organisational culture.
Peter Laurenson is the principal consultant at VSP Associates Ltd. His background is in strategic brand development, planning and management. His 17 years of experience spans organisations and brands in: the private and public sectors; service and product sectors; New Zealand, internationally and globally (with an involvement in Tourism New Zealand branding and Brand New Zealand at various times since 1993).
An artist at heart, Rachel is fascinated by the qualities of brands that emotionally connect with people. Her professional passion and focus is helping companies fully integrate creative thinking into strategic processes. A graduate of Oxford University, Rachel than went on to study and research at Harvard University on ways to lead innovation. She is currently working as a freelance writer and brand strategist.
CEO of Microsoft New Zealand
Ruan McGloughlin is Marketing Director of DBM IRELAND. DBM is a leading global provider of innovative leadership development and organisational change solutions
Ruth is the founding partner and Managing Director of Songseekers Group,
which works with Brands, their Agencies and the Music Industry. She also
enjoys spending her time with her family, being by the sea, walking her dog,
playing golf and listening to music!
Sanjay Kumar is an advertising professional with Oglivy who brings a depth of understanding of the Indian, African and Middle East markets. His interests lie in the area of practical marketing and communication strategies.
Scott Bedbury helped build both Nike and Starbucks into brand leaders before launching Brandstream, his own branding consultancy. His book, A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century ( Viking, March 2002 ), written with Stephen Fenichell, has just been released.
Scott is a director of Database Communications, a database marketing services company. Scott has been an expert in strategic marketing for 20 years, and has also successfully planned, built, and managed Business to Business and Business to Consumer databases from the ground up throughout this time.
Sicco van Gelder
Sicco van Gelder is founder of Brand Meta, a brand strategy and planning
consultancy in Amsterdam, the Netherlands. He has over a decade of
experience with worldwide research and consultancy on major brands.
St John Craner
St John Craner has worked both Client and Agency side in New Zealand and the UK. St John's recent roles include that of Brand Manager for Westpac NZ. He has been an Account Manager for New Zealand's leading business and brand consultancy, DNA Design, who sponsor allaboutbranding.com.
Stephan Spencer is founder and president of Netconcepts (http://www.netconcepts.com), a 10 year-old web agency specializing in search engine optimization, e-commerce, and website design, as well as email marketing through its gravityMail (http://www.gravitymail.com) division. In addition to being a sought-after speaker and contributing writer, Stephan is an avid blogger (http://www.stephanspencer.com).
Steve Manning and Jay Jurisich
Manning and Jurisich co-founded San Francisco-based Igor , a maverick naming and branding agency focused on bringing myth and meaning back into company and product names. They also publish the influential blog/newsletter Snark Hunting (http://www.snarkhunting.com), about naming and branding in popular culture.
Steven Van Yoder
Steven Van Yoder is the author of Get Slightly Famous™. He teaches
small business owners how to attract more business with less effort by
becoming a mini-celebrity in your field. Visit
http://www.getslightlyfamous.com to claim your FREE Slightly Famous
Marketing Plan Workbook.
Tim is co-founder of The Glasshouse Partnership, a corporate marketing consultancy, based in the UK. He is a co-author of Beyond Branding (Kogan Page 2003) and specialises in developing brand-led solutions to stakeholder communications challenges.
Tim Roux of Mud Valley and Valley Strategies was formerly the Strategy & Planning Manager of 3M Europe, Middle East & Africa, and has been advising this most diverse of leading-edge technology companies on market research issues for over 20 years.
Tom Asacker is an author, corporate advisor and public speaker with a unique specialization-advancing business relationships by helping organizations transition from "economically driven" to "emotionally driven". His philosophies are outlined in his highly acclaimed book series Sandbox Wisdom and his leadership guide about Successories titled A Brand New World.