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About Us |
We help organizations achieve customer brand insistence based on deep customer insight. Our primary focus is brand research, strategy and positioning.
Further, we are often called upon to help organizations achieve leadership team consensus on mission, vision, brand positioning, brand architecture and more through our highly facilitated, consensus building workshops. |
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Services |
| Brand audits, customer research, brand strategy & positioning, brand architecture, brand identity standards & systems, naming, tag lines, brand elevator speeches, brand equity measurement, customer touch point management, inside out branding, online brand building, brand extension, business & marketing strategy, mission & vision statement development, brand management education |
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Products |
Brad VanAuken's Brand Aid book has been translated into several languages and is available on Amazon.com. Here is what people have to say about this book:
‘Brand Aid is an asset for the beginner and veteran brand builder alike. No matter what size your organization or how great your brand expertise, this book can provide a point of reference and new insights.’
Elizabeth A. Hunter, Senior Brand Specialist, Bank of America
‘Finally, a road map for the often treacherous journey of building and maintaining great brands. This is an indispensable tool for all marketers. Brand Aid is the essential toolkit for today’s (and tomorrow’s) brand marketers.’
Jim Harman, Manager, Corporate Advertising, General Electric
‘A comprehensive guide unlike any other on the market today. Apply what you learn to your brand building activities and watch the value of your brand and bottom line increase.’
Amy Kelm, Worldwide Consumer Brand Development Manager, Hewlett-Packard
‘Brad VanAuken has delivered one of the best brand education and reference tools I have come across. This book will always be within arms’ length from my working area for assistance in brand savvy throughout every workday.’
Carole L. Sustak, Manager, Marketing Strategy & Branding, AAA National
‘Many books have been written about branding in the past 15 years. Many are short and focus on only a few aspects of the complex process of building and nurturing a brand. With Brand Aid, Brad VanAuken has pulled it all together in one of the most comprehensive books ever written on the subject. If you work in marketing, read it. If not, make sure your marketing team has.’
Ron Dix, Senior Vice President, Marketing and Sales, Bush Brothers & Company (Bush’s Baked Beans)
‘The checklists are an incredibly effective way for any marketer to evaluate and grade their brand’s current marketing performance. Brand Aid should really be named Brands for Dummies. I’m definitely going to keep this one around and I only wish I had found it years ago.’
Dan Hucko, Vice President, Corporate Communications and Investor Relations, Harris Interactive Inc.
‘Brad VanAuken’s practical, step-by-step guide to brand management and marketing resonates with experience and insight. Excellent refresher for the most seasoned marketer and a great introduction for those new to the field. I’m keeping my copy on my desk and giving one to everyone in our advertising agency.’
Sharon Napier, President & CEO, Partners + Napier
‘This book surprised me. It’s found a newly practical and authoritative way to describe how to do branding. In this, it is quite unlike any other 100 plus books on brand that I have read.’
Chris Macrea, Chief Brand Officer, valuetrue.com and author of World Class Brands and Brand Chartering Handbook
‘It is refreshing to read a book that is pithy, down-to-earth yet immensely insightful in demystifying the complexities of building and managing a brand anywhere in the world. Brand Aid will always be in a prime position on my bookshelf alongside books by Kotler, Ogilvy, Dru, Morgan, Ries & Trout, Temporal and Aitchison.’
Graeme Murray, Planning Director, Bates Thailand
‘Brand Aid will be the definitive work on the subject for years to come. All that’s needed now is for business men and women with creativity and depth to read it, and to work with it. When that happens, Brad VanAuken will have done the marketplace a great service.’
Peter Holloran, President, Cognitive Marketing Inc.
‘Thank you for your insight. Your book is concise and is an excellent teaching tool for the first-time and experienced brand manager.’
Ernie Avellana, Vice President of Marketing, Control Diabetes Services, a subsidiary of Eli Lilly & Company
‘Brand Aid is the most comprehensive of all the materials that I've read on brand management. This book should become required reading for all business leaders responsible for driving the growth of their organizations.’
Thomas J. Miller, Product Marketing, Director, Newport Corporation, Inc.
‘I've referred to the draft copy you sent in December so much that it's getting dog-eared.’
Tom Welle, Advertising Director, Potomac Electric Power Company
‘It's great to have a strong brand customers love and are happy to pay a premium for, but when a brand gets overextended, underadvertised, overpriced or develops other problems, few entrepreneurs know what to do. In Brand Aid (Amacom, $24), author and marketing consultant Brad VanAuken goes a long way toward remedying these problems.’
By Mark Henricks, Entrepreneur Magazine, September 2003
‘I found the book "Brand Aid" highly informative and I believe VanAuken has set a new standard in the study of branding. Whether it's the Case Studies, "Did You Know?" items or checklists throughout the book, he is able to provide PRACTICAL advice that can be used to develop or enhance brands. This book could very well become the "Bible" for branding now and in the future. I would give it 5-plus stars.’
Amazon.com Review
‘VanAuken’s points pack a heavyweight’s punch; he backs them up with case study summaries of the successes and failures of real brands. Chapters are packed with “Have you thought about…?” questions and checklists.’
Jim Pawlak, Biz Books, August 10, 2003
‘Quite possibly the best book I have seen on the topic of creating and maintaining a "brand" is Brad VanAuken’s Brand Aid ($24.94, Amacom). It will prove to be a powerful resource to anyone wrestling with the challenge of the entire process of building a high-impact brand and trouble-shooting the issues that come with it. If you want your company to become the next Nike, Disney or Absolut, this is the one book you want to read. And then read again!’
Bookviews by Alan Caruba, August 2003
‘VanAuken has distilled his enormous practical knowledge about the theory and practice of brand management into this smart…volume. The book is packed with information and good ideas – so many, in fact, that it is virtually an encyclopedia of brand management does and don’ts’
Publishers Weekly, June 16, 2003
‘Of all the books I’ve read on marketing and branding, this one is the shining star! I’ll also go out on a limb and assert that it’s one of the best books I’ve seen published by AMACOM.’
Roger E. Herman, Midwest Book Review
‘This is an EXCELLENT practical book in a field awash with theory and useless generalizations.’
Anne Holland, www.MarketingSherpa.com
‘You will not want to be without this book in your library.’
Laura Schneider, About Marketing (http://marketing.about.com)
‘Trying to encapsulate this truly vast wealth of knowledge, Brad VanAuken has written what promises to be the synoptic work on the subject. Brand Aid is a dense treatise that tries to make the very complicated issue of branding accessible. VanAuken's brand advice is both sound and timely.’
Brands: Case Closed by Jonathan Jackson, Critical Eye, www.channelseven.com 12/15/03
‘This is an in-depth guide to the whole subject of branding. As such, it is ideal for those who are looking to learn about branding for the first time or for the more experienced practitioner who is looking to improve knowledge in one particular area. It can help to solve branding problems through its exhaustive but easily understandable analysis of the subject. This is a very useful book for understanding branding and as such will be of interest to anyone involved in marketing generally.’
Martin Payne www.poolonline.com/books/books68.html Number 25: Winter 2004
‘This is a terrific, pithily-written book that stands head and shoulders above most other branding books currently on the market. Its fluid style and concise treatment of the major issues in creating winning brands makes most other such texts look pedestrian by comparison.’
Keith Dinnie, Book Review Editor, Journal of Brand Management, August 2003, Vol 10, Number 6
‘…Comprehensive instruction on managing and growing your brand in the usual online and offline channels. Well organized for quick comprehension; includes checklists to see if your brand is ready to go global, well positioned for an ad campaign, has an identity to work with, and a helpful “troubleshooting” chapter. Good place to start if you are still trying to wrap your brain around brand management.’
Reader review, www.brandchannel.com, November 2003
‘Just bought BRAND AID. THIS BOOK IS PHENOMENAL!!!! THANK YOU.’
Alexander S. Bosika, marketing manager, Phantom Fiber
‘My desk has been home to a bumper crop of worthwhile new books on brands and branding. A standout in the group is Brand Aid by Brad VanAuken, which offers an almost encyclopedic look at every step in the brand process (designing, building, leveraging, managing). The advice is straightforward, voluminous and informed by experience. VanAuken also includes lengthy checklists at the end of each chapter that help readers assess their own situations and also serve as a good platform for brainstorming. Highly recommended.’
Joseph Rydholm, editor, Quirk’s Marketing Research Review, May 2004
‘Brad VanAuken knows his stuff - and he knows how to share it with the rest of us in a clear and concise manner that will leave you feeling: "Now I get it!" With a tremendous understanding of how to take complex marketing systems and put them into an easy to understand, universal language, VanAuken brings the reader up to speed quickly and comfortably with simple terms and concrete examples. This book will serve well as not only a quick reference, but also as a step by step tool to creating a branding identity that will stand the test of time.’
John Copeland, program manager, National Arts Marketing Project
‘I run a very small business that designs and manufactures products for a crowded micro market. We were looking for a book or resource that would help gather our thoughts into a concise executable plan. Wow does it feel like this book came through for us. Of all the business, marketing, branding, positioning books I have read, this has to top them all.’
Andrew B Lautenschlager, Bay Area, CA
‘A really comprehensive branding manual, with an almost textbook feel to it. Every branding concept is thoroughly explained. Not necessarily a book to read cover to cover in a few days, but definitely an invaluable reference guide to keep close and handy by anybody involved in marketing and branding products, services and companies. Excellent.’
Mario Sanchez Carrion, marketing, branding and small business blogger, www.shoestringbranding.com
‘Our company does web design, graphic design, corporate communication. I like that this book is not only an easy reference guide, but also a comprehensive approach to branding. The book can stand alone as a Brand teach-in, and require no prior knowledge about branding. The book is also relatively complete and can be used as a text book or self-learning Branding book. This book is good.’
T. Santoso, Surabaya, Jatim Indonesia
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Company Contact Information |
| 585-624-2043 |
Phone 1 |
| 585-582-2553 |
Fax |
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| 145 Pond Rd |
| Honeoye Falls, NY
14472
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| Monroe County |
| Rochester Region |
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Email This Company
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| Website: |
http://www.brandforward.com
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| Blog: |
| http://www.brandingstrategyinsider.com |
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| Key Personnel |
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| Brad VanAuken, president & founder |
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| Founded: |
1999 |
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| Major Clients |
Aging Services
• Jewish Senior Life
• John Knox Village
• WesleyLife
Aviation
• CFM/GE
• Cessna
• IATA
Broadcasting & Publishing
• CBC/Radio-Canada
• Consensus
• The Ivy League Magazine Network
Business-to-Business | Professional Service
• Benefit Resource, Inc.
• Black & Veatch
• Burke Group, Inc.
• Edge Architecture
• Feeney
• Mapping Analytics, Inc.
• Southwestern Bell Yellow Pages
• Tariff Affiliates
• UPAC Premium Finance
• USJade
• Vistage
Consumer | Products
• Doggy Java
• EKORNES (Stressless)
• Epson America, Inc.
• FootJoy
• Glen Raven (Solair, Sunbrella)
• Hallmark Cards
• Honda/Acura
• Luminox
• Make Yourself Necessary
• One World Goods
• Philips
• Resmi Group Ltd. (Sara Lee, Pepsi, et al)
• Royal Appliance (Dirt Devil)
• Sergeant's
• Unilever (multiple brands)
• Xerox
• Your True Nature
Consumer | Service
• AAA
• Barron Financial Group
• Equity LifeStyle Properties (Thousand Trails, Encore Resorts)
• ESL Federal Credit Union
• Forte Capital
• Genesee Valley Trust Company
• HNP Capital
• Re-Bath
• RCI (Wyndham Hotels and Resorts)
Education
• Bishop Kearney High School
• Element K
• ORAU
Fashion
• Fashion City Bangkok
Food/Restaurants
• Bush Brothers
• Darden Restaurants
• MEE-MA’s, Inc.
• Sysco Food Services
• The International Culinary Center
• The Stolen Grill
Government
• Bangkok, Thailand
• Downtown Albany Business Improvement District
• National Parks of New York Harbors
• New York State Energy Research and Development Authority (NYSERDA)
• Tampa, Florida
• USDA Forest Service - Southern Region
Healthcare / Pharmaceutical
• Abbott Vascular (Hi-Torque, MitraClip, Xience)
• Acorda Therapeutics
• Aris Vision Institute
• CooperVision (Biofinity, MiSight)
• Getinge USA
• Kaiser Permanente
• King Pharmaceuticals
• Locus Pharmaceuticals
• McKesson
• Palmetto GBA
• Quevedo Endodontics
• Strong Health
• University of Rochester Medical Center
Hospitality
• Mendon Racquet & Pool Club
Insurance
• Allstate Insurance
• California Casualty
• Insurance Marketing Communications Association
• Mutual of Omaha
• Nationwide Insurance
• Thrivent Financial for Lutherans
Manufacturing
• Amesbury
• Ferronics
• Garlock Sealing Technologies
• Klein Steel
• Nalge Nunc International (Thermo Fisher Scientific)
• Pioneer Hi-Bred International
• Qualitrol
• The Marley Cooling Tower Company
Marketing/Research Agencies
• AMS Marketing & Design
• Brand | Cool Marketing
• Brand Integrity
• Chlorophyll Brand & Communications Consultancy (India)
• Definition6
• Idea Connections
• Links Communication (Saudi Arabia)
• Partners + Napier
• Price Weber
• QMS Partners
• SIS International Research
• The Blake Project
• The Wolf Group
• Veraxis Health Communications
• Visual Eyes
Not-for-Profit
• AIDS Care
• Al Sigl Center
• CP Rochester
• Foodlink
• Mary Cariola Children’s Center
• The Advertising Council of Rochester
• The Nature Conservancy
• United Way of Greater Rochester
• Volunteers of America
Public Utilities
• Potomac Electric Power Company
• Telekom Malaysia Berhad
• Vectren
Real Estate
• Home Properties
Technology
• Motion Engineering
Trade Associations
• American Association of Museums
• American Public Works Association
• Canadian Real Estate Association
• Empire State Bed & Breakfast Association
• Independent Insurance Agents & Brokers of America
• Insurance Marketing Communications Association
• International Air Transportation Association (IATA)
• National Restaurant Association
• Western Home Furnishings Association
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| Awards |
| Several awards for authoring one of the top 25 marketing blogs -- BrandingStrategyInsider.com. |
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| Partners |
| We help numerous marketing agencies with brand research, positioning and strategy formulation. A few marketing research companies use us to design their brand research. |
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| Testimonials |
"Thanks again for the excellent session you facilitated on Tuesday. I continue to get positive feedback from all who were present. I met with our president today, and he reiterated what a great job he thought you did and how the day exceeded his expectations. Your clear commitment to the Conservancy's mission was very much appreciated by the group, and your experience in brand building and skill in facilitating made a long day in a windowless meeting room actually fun!"
Angie Sosdian
Director, Marketing Strategy Project
The Nature Conservancy
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