My Operating Principles

What makes me distinctive. And a promise of what working with me will be like.

Speed is of the essence.
The first to market, the first to truly understand and respond, wins. As an individual working directly with leadership and marketing teams, I can act as an accelerant, helping you quickly identify, define, and create brand interactions that will improve your business and move people to act.

Start with enthusiastic curiosity.
Every client problem and situation is unique. There is no black box and no magic trademarked methodology. Instead I begin every engagement with true curiosity, with a desire to deeply understand the problem, enabling me to quickly customize an approach based on what is special about you, your brand and your ambitions.

Get to the heart of the matter.
I cut through clutter and complexity, helping brands get to clarity on the problem you’re solving. That clarity also drives what the solution means for customers and your organization. By getting to the heart of the matter, I can enable organizations to quickly align in order to make and keep a simple, compelling brand promise.

The best of both brains.
I’m both strategic (former global chief strategy officer) and creative (former stage designer, copywriter, namer). My training and experience help me access my whole brain – applying rigor and creativity to define strategic business solutions that also stir the heart.

Roll up my sleeves and get my hands dirty.
Branding is not an intellectual exercise. Brands are actions and require people to take action. I work side by side with clients, getting into the details of the business, understanding aspirations, defining metrics for success and determining how brand can help you win on those metrics. My work results in real-world solutions, not just presentations that sits in a drawer.

About Russ

Russ has been a strategy consultant for over 20 years, most recently as the global head of Strategy, Insights and Simplification at Siegel+Gale. Prior to that, he was the global Chief Strategy Officer for Landor Associates. In these roles he worked with clients to drive growth and transform leading organizations such as CVS Health, FedEx, Blue Apron, Procter & Gamble, Intel, Dreamworks and The Exploratorium. Russ began his marketing career on the client side in healthcare, consumer products and international logistics.

As an expert on brands and innovation, Russ has blogged for Fast Company and appeared on  CBS’s MarketWatch and CNBC’s Squawk Box. Russ is a frequent speaker and thought leader on brands, business and sustainability, and has been a guest lecturer at the University of California’s Haas School of Business and San Francisco State University.

Russ earned his Bachelor of Arts from the University of Minnesota and holds an MFA in Design from Northwestern University. He also graduated with honors from Northwestern’s Kellogg School of Management with a master’s degree in management.

If you want more info about me, check out my LinkedIn profile.


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