BrandForward, Inc.

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Logo use

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Introduction: For 17 years, BrandForward has helped more than 170 brands with customer research, brand equity measurement, brand strategy formulation, brand positioning, brand architecture and brand identity development. Brad VanAuken wrote Brand Aid, a book that has sold more than 20,000 copies and is used by business schools throughout the world to teach brand management and marketing. In 2009, Invesp identified Brad as one of the top 100 marketers. Our work is supported by BrandInsistence, our proprietary brand equity measurement system that measures the five drivers of customer brand insistence together with 70 other brand metrics. I enjoy helping brands discover what they stand for and what makes them unique and compelling. I enjoy helping them craft their unique value propositions and their elevator speeches. Further, I enjoy helping them create new touch points and greater emotional connection with their customers. And, I enjoy helping each organization's leadership team achieve consensus on their brand's mission, vision, values, essence and promise. Ultimately, I enjoy giving brand managers clarity and confidence about how their brands will capture the hearts and minds of their customers.

Overview

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25 years in business

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Logo use

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Reviews

5.0

1 review

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Ray J.

Aug 6, 2016

I am always amazed at the insights, statistics and details along with different, unique, ideas and ways, to brand and market, that Brad and company come up with on a regular basis. Raymond Justice, Entrepreneur, Poet/Writer, Speaker, Rochester New York

Credentials

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Alan Vanauken

FAQs

What should the customer know about your pricing (e.g., discounts, fees)?
We provide customized proposals for all projects based on a thorough understanding of our clients' needs. The proposals include project background, scope, recommended steps, timelines, investment required, deliverables, project team biographies, case studies and references. Typically, we bill a fixed amount for each project step. However, we can also work on an hourly basis.
What is your typical process for working with a new customer?
Whether we are conducting in-depth customer research or developing a logo for a client, we build brand management education into what we do so that our clients can understand and support the work after we leave. We are known for our group facilitation skills, which we use to achieve client team consensus on brand, marketing and business strategies.
What education and/or training do you have that relates to your work?
I have a BS degree in management from Rensselaer Polytechnic Institute, an MBA in general management from Harvard Business School, 15 years experience as a marketing executive (including CMO) and 17 years experience as a brand strategy consultant. I led brand management and marketing for Hallmark Cards.