- 35 years experience in strategic branding, logo design and identity management with major international branding consultancies and as owner/principal of Leader Creative.
- Clients have include FedEx, Hawaiian Airlines, Walt Disney Company, the NCAA, Motorola, Cigna, Ryder Systems, GlobeCast, and Hanley Wood.
- Recipient of the 2014 5th Annual Tribeca Disruptive Innovation Award and a Fellow of the Disruptor Foundation.
- Leader's work is included in the permanent collection of the Smithsonian Institution, and his FedEx logo was cited in the May 2003 Rolling Stone magazine twenty-fifth anniversary issue as one of the eight best American identities of the preceding twenty-five years.
- Design director for the Los Angeles Olympic Organizing Committee, 1983-84.
- All 9 Best Practices
- Pre-Call Discovery Process
- One-on-One Call with Expert
- Session Summary Report
- Post-Session Engagement
Brand Strategy and Corporate Identity Design
- Social media is a critical game changer in defining and communicating corporate identity.
- Social media and multiple mobile touch points are ever more critical to brand survival for the traditional brick and mortars. If audiences are the least bit frustrated in attempting to access a company, consider them gone for good.
- What the brand stands for, not just what it says or does, increasingly is what prompts customers to choose it.
Price is less important today as a measurement of quality because technology permits easier duplication of product or service advantages, thus explaining the glut of “me too” competitors. Good quality exists at all price points. The result is that switching brands is increasingly common and brand loyalty less common. Customers are more likely these days to switch to brands that have a message that resonates with their beliefs.
- Consumers continue to rush to new brands, which are unencumbered by often burdensome legacies.
- A new brand with a new product and new way of doing business has an entirely new framework of promise. Customers haven't been misled nor have they received a product or service that did not meet their expectations.
- Brand lifespans are getting far shorter.
- As recently as the 1980s if a brand was good and solid, its corporate identity could be expected to last for 20 years or more before any type of renewal or overhaul was needed. In today's rapidly changing marketplace, life spans are often five years or less.
- The company's app symbol is vital in establishing the corporate identity.
- The app symbol, in providing consumers immediate access to the brand, is increasingly a company's front line corporate identity and for many consumers, the first point of contact with the company. As such, the app symbol today shoulders a critical responsibility of projecting brand attributes through its role as serving as the de facto corporate logo.