Brand Strategy Starts at the Top
Early in my career, I was hired to refresh the brand platform of a large organization. Even though the rational for the project was weak, my team still developed award-winning work. But the brand platform never had the chance to impact culture, service design, or communication. It was a surface level change with no strategic purpose.
Years later I experienced the same type of project but with a drastically different outcome. The CEO believed in the power of brand. It was seen as a tangible driver of value from the center, outward. Our work on the brand platform would shape communication, culture, team structure, and more.
Today, the first organization is growing only due to inertia. People don’t love the organization and there’s little passion around the mission. It’s a place where people get experience and then leave. The second organization is growing with a very strategic mission. Its people are full of passion and the organization attracts more with like-minds to support its vision.
The clear truth is this: when driven from the top, brand is alignment at the most fundamental level.
Are you ready to be the driving force behind a brand that not only performs but transforms? Don't settle for inertia, aim for bigger.
Core Values
What I believe in.
Being
The world needs you and your unique perspective. Not a carbon copy of someone else. Be yourself and I promise to be myself.
Focusing
Most challenges be solved by breaking them down, finding the root, and applying focus. Focus is not easy, but it’s powerful.
Zigging
You’ll never build something amazing following the competition. Zigging—finding your meaningful distinction—is the key to impact.
Learning
We’re kinder and more understanding when we continue to explore our world. The day we die is the day we stop learning.
Helping
We never lose when we default to generosity. Whether it’s knowledge, support, a meal, a kind word, or our time. We’re all better when we give.
Loving
Life is hard. I refuse to be someone that makes it harder. My aim is to leave every person I meet—from the boardroom to the grocery store—feel seen and uplifted.
About myself.
My parents were pastors and I’m one of seven kids. I’m married to an amazing girl, for more than 20 years now, and we’ve been blessed with five crazy kids. I have an irrational love of Iowa, Kevin Costner, and Cap’n Crunch.
God didn’t give me a full head of hair or great metabolism, but He did give me some pretty meaty calves. I don’t like to fight, but I will over food, movies, and the oxford comma.
I trust Jesus to guide my decisions although I’ve never audibly heard his voice. I do my best to live with an attitude that reflects Christ, but good grief, I’m far from perfect.
I love the work I do, but there’s no place I’d rather be than wrestling on the floor with my kids or reading with my wife over coffee. For me, family is first.