Expert Details
Branding, Strategic Marketing, Trademark Infringement, Advertising, Turnaround, Startup, Venture
ID: 727810
California, USA
loyalty and evangelism.
He is also the founder of a web-based division which takes businesses' user bases and monetizes them into revenue-generating Branded Communities, and a website which is the only proven builder of brand-driven user bases.
He convincingly demonstrates to audiences how branding works, why it works and why it's the most important foundation on which to protect and enhance the value of any enterprise.
International publisher's brand was misappropriated by parties with similar identity. Testimony and rationale required to demonstrate the brand confusion, resulting in plaintiff retaining full rights and defendants forced to surrender all title.Liability case in which international brand misrepresented itself in order to escape liability for personal injury. Case pending.
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 1978 | Degree: B.A. | Subject: Economic History | Institution: U.C. Berkeley |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 1986 to Present | Employer: Undisclosed | Title: Owner | Department: |
Responsibilities:Branding consultant. America's first 100% digital, full-service entrepreneurial marketing/advertising agency, specializing in creative and strategic marketing, funding and positioning of a broad base of ongoing internet, retail, trade and corporate clients and start-ups |
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| Years | Employer | Title | Department |
| Years: 1984 to 1986 | Employer: DMB&B | Title: V.P. Creative Director | Department: Creative |
Responsibilities:Led agency’s national campaign for the first American presence of Hyundai automobiles. Managed staff of 16 through the merger of D’Arcy, Masius, McManus with Benton & Bowles.Clients included packaged goods (Oroweat, Van de Kamp’s) and financial institutions (AVCO Financial, Arizona Bank). |
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| Years | Employer | Title | Department |
| Years: 1982 to 1984 | Employer: Dailey & Associates | Title: Creative Director | Department: Creative |
Responsibilities:Introduced, positioned, named and launched the Honda Rebel motorcycle, to this day considered the most successful entry-level product in company history. |
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| Years | Employer | Title | Department |
| Years: 1979 to 1981 | Employer: Rogers, Weiss/Cole & Weber | Title: Senior Creative | Department: |
Responsibilities:Sea World theme park for markets in Orlando, Florida and Aurora, Ohio. Successfully launched new Arrowhead Sparkling Water. |
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International Experience
| Years | Country / Region | Summary |
|---|---|---|
| Years: 2008 to 2008 | Country / Region: Denmark | Summary: Restructuring and acclimating American brand into Danish market. |
| Years: 2008 to 2008 | Country / Region: Canada | Summary: Restructuring and acclimating American brand into Canadian market. |
| Years: 2005 to 2005 | Country / Region: England | Summary: Speaking via teleconference to marketing conference. |
Career Accomplishments
| Licenses / Certifications |
|---|
| Author of "The Revenge of Brand X: How to build a Big Time Brand on the web or anywhere else." |
Additional Experience
| Expert Witness Experience |
|---|
| Federal and state court appearances, depositions, expert document for plaintiffs and defendants. Matter: Patent infringement Year: 1999 (?) Documentation: Yes Deposition/Testimony: Yes Matter: Brand liability Year: 2009 Documentation: Yes Deposition/Testimony: Yes Matter: Design patent infringement Year: 2011 Documentation: Yes Deposition/Testimony: No Matter: Valuation of Injunctive Relief Year: 2014 Documentation: Yes Deposition/Testimony: No |
| Training / Seminars |
|---|
| "Branding in the Fourth Dimension", a two day War Room Session to jump start brand strategies for funded startups and stagnant existing brands. |
| Marketing Experience |
|---|
| Published author, including "The Revenge of Brand X", business opinion columnist for Ziff-Davis publication. |
Fields of Expertise
advertising, branding, consumer marketing, market positioning, marketing, marketing brand management, software marketing, strategic branding, strategic management, strategic marketing, value proposition, market segmentation, online branding, health club marketing, niche marketing, network marketing, multilevel marketing, multicultural marketing, industrial marketing, hotel marketing, franchise marketing, cross marketing, affiliate marketing, B2B market research, brand extension licensing, by-product marketing, market development, Internet marketing, marketing mix, marketing database, consumer purchasing behavior, promotion, marketing communications, direct mail, mass customization, market trend, electronic marketing, consumer product marketing, SAS software, new product assessment, consumer product, trademark, market research, health care marketing, service marketing