Clear Brand Thinking
For Companies
That Want to Win
Using Brand to Drive Market Leadership
& Strategic Transformation
Who We Are
Brand Paradigm is a renowned branding, strategy and management consultancy with a reputation for helping build some of the world's most prominent brands. With a unique approach that brings together brand, strategy, creative, innovation, and culture, we transform organizations by creating strategic clarity, uncovering opportunities, driving breakthroughs, and building organizations with a defined and meaningful reason to exist. We have a long history of helping some of the world's most powerful brands win within some of the most dynamic and competitive categories in business.
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Brand Paradigm is a founding member of DBI Network, a global alliance bringing together best-in-class consulting firms, technical experts, and industry specialists to solve complex strategic and operational challenges.
What We Do
Our work harnesses the power of brand strategy to fuel growth, market leadership and meaningful transformation.
Great branding is not just about shaping perceptions. It is about shaping reality. Going far beyond names, logos and communications, brand strategy is the key to understanding market needs, creating strategic focus, driving breakthrough thinking, and delivering an authentic and consistent customer experience that builds preference, loyalty and growth.
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A winning brand strategy defines the core premise that drives your organization, a promise that is evident in everything you do. It focuses your communications, your product innovation, and your service delivery. It pervades and shapes your culture, providing absolute clarity of purpose and an unrelenting focus on delivering on your promise. And it provides a clear roadmap for prioritizing strategic initiatives and determining where to invest.
Our Capabilities
Brand Paradigm seamlessly integrates our global expertise in branding, strategy, creative, innovation, experience, and organization. By combining these diverse capabilities and perspectives, our team brings breadth, creativity, and cross-industry insights to our clients' most complex challenges and opportunities.
BRAND
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Brand Assessment
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Brand Positioning
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Messaging Strategy
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Brand Architecture
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Brand Management
INSIGHTS
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QualitativeResearch
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Quantitative Research
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Advertising/Name Testing
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Packaging Testing
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Journey Mapping
INNOVATION
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Product Ideation
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Concept Development
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Portfolio Optimization
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Service/Experience Design
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New Segment Targeting
CREATIVE
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Campaign Development
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Taglines & Naming
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Art Direction
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Broadcast/Video Production
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Digital/Social Media
STRATEGY
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Marketing Strategy
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Creative Strategy
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Strategic Blueprinting
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Strategy Clarification
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Strategy Execution
CULTURE
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Culture Strategy
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Employer Branding
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Team Dynamics
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Enterprise Revitalization
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Employee Experience
What Sets Us Apart
WITH US YOU GET THE A-TEAM, BECAUSE WE DON'T HAVE A B-TEAM
Our partners are all senior, highly experienced professionals who lead and stay involved in every engagement from start to finish.
WE DRIVE RUBBER-MEETS-THE-ROAD BREAKTHROUGHS
We push beyond the obvious ideas in order to drive breakthrough thinking, solve real-world problems, and prioritize actionable solutions.
WE CREATE CLARITY OUT OF COMPLEXITY
We have extensive, worldwide experience assisting organizations achieve alignment among stakeholders with divergent perspectives and interests.
OUR APPROACH ENSURES OWNERSHIP & COMMITMENT
We work collaboratively to build understanding and buy-in to ideas and actions, and minimize the need for “selling in” after the fact.
Our Team
A great strategic idea is creative. A great creative idea is strategic.
The line between the two should be invisible.
Our consultants have held senior positions with some of the world's leading strategy and management consultancies, creative agencies, experience design firms, and market research houses. They have worked together, seamlessly integrating their diverse and complementary capabilities for over 20 years.
Ethan Dulsky
Ethan is co-founder and Managing Partner of Brand Paradigm. With 20 years of experience assisting clients in a wide range of industries, Ethan has directed complex assignments in North America, Europe and Asia involving brand strategy and marketing, strategy implementation, organization and culture. Ethan has directed projects for clients including Agilent, Discover, Oportun, Genentech, Dolby, Mark’s, Eli Lilly, Sangamo Therapeutics, BMW, MasterCard, Starbucks, Wells Fargo, and Charles Schwab & Company, among others.
Jim Edgar
Jim is co-founder of Brand Paradigm, and a founding partner of Edgar, Dunn & Company (an international management consulting firm). Jim has over forty years of consulting experience in marketing, brand strategy and organization, and has served over 200 clients on more than 350 specific assignments. Jim has directed major branding assignments for such brands as the International Olympic Committee, MasterCard, Wellpoint (Blue Cross of California), Holiday Inn, Gensler, Airtouch Communications, Moore Stephens International, and Saab.
Lisa Wilcox Corning
Lisa is a cultural anthropologist by nature and a lawyer by training. She combines the two by following her passion for understanding human attitudes, values and behaviors and using her insights to help businesses think strategically and act creatively. Lisa began her marketing career at Young & Rubicam and later was a partner at the B/R/S Group. Lisa has conducted brand and positioning projects for NASCAR, Visa, the International Olympic Committee, Dolby, eBay, PayPal, Mayo Clinic, Adobe, Symantec and Intuit, among others.
Jeff Huggins
Jeff is a former Chief Creative Officer at
McCann SF, JWT SF, Deutsch New York, and Creative Director at Goodby Silverstein & Partners. From Nike to Budweiser, Microsoft to Tylenol, Ikea to Capital One, Jeff has worked across a broad array of business categories and gained a unique perspective on what makes a brand story ring true, resonate culturally, and build long-term value. Jeff has produced multiple Super Bowl campaigns for Wix.com, led the global repositioning for Elizabeth Arden, and authored new brand narratives for Duda, Sangamo, Agilent, and others.
Kirsty Bell
Kirsty Bell is an experienced consultant and with a background in transformation, people & change, and organizational design. She has 10 years management consulting experience in the financial service, telecommunications, life sciences, retail, and higher education sectors. Kirsty brings together interdisciplinary teams of behavioral specialists, service designers, and design researchers to create meaningful outcomes grounded in human insight. She has a passion for bringing human insight to the process of transformation and business decisions.
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Judith Wright
Judith Wright has over 25 years experience in market research, brand marketing, new product consulting, advertising and management consulting. Judith clients have included Under Armour, Pepsi, American Express, Toyota, Anthropologie, Time Warner, Bayer, Disney, Nokia, and Kraft. Judith started her career in England at Redheads Advertising, and enjoyed seven years in management consulting and positioning/new product consulting at Dunham & Marcus and at Kane, Bortree & Associates. She was previously VP of Planning at Freeman, Lavigne Blanshei and a Partner at The BRS Group.
Our Clients
From startups to global power brands, and across a wide range of industries, Brand Paradigm has helped our clients solve their most important strategic and organizational challenges, establish enduring differentiation and relevance, and achieve and grow their leadership positions in their industries. Learn more.
Financial Services
Visa
Charles Schwab & Company
U.S. Bank
MasterCard
Wells Fargo Bank
Discover
Bank of America
US Trust
Oportun
Banco Popular
Lloyd's of London
PayPal
JP Morgan Chase
CreditShop
Providian Financial (now Chase)
Sports & Entertainment
The International Olympic Committee
NASCAR
Disney
EMI Records
Time Warner Cable
CableVision
DreamWorks
AOL Time Warner
Americast
Broderbund
Namco
LeapFrog
Lucas Arts
Elle Magazine
Technology & Telecom
Dolby Laboratories
InTouch Technologies
CenturyTel (now Century Link)
Airtouch Communications
Symantec
Microsoft
AMD
Wix.com
Adobe
Intuit
Hewlett Packard
eBay
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Retail & Hospitality
Starbucks
Mark’s (Canadian Tire Corporation)
Macy’s
Holiday Inn
Naartjie
Bally Total Fitness
Home Depot
Barnes & Noble
Anthropologie
Levis
Gap Kids/Baby Gap
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Automotive & Other
BMW
SAAB
Life Sciences & Health Care
Agilent
Eli Lilly
Genentech
Sangamo Therapeutics
Blue Cross of California
Mayo Clinic
Sutter Health
Varian
Applied Biosciences
Johnson & Johnson
Advil
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Consumer Packaged Goods
E&J Gallo Winery
Treasury Wine Estates
Beringer
Tillamook Creamery
Del Monte
Naturally Boulder
Clorox
Professional Services
Moore Global
Gensler
B|O|S
Nile
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