®
about finch brands
ABOUT
US
finch brands is a real-world
branding agency.
Like the finches whose beaks inspired Darwin’s theory of evolution, brands
that adapt to the ever-changing environment not only survive, they thrive. We
draw our name and inspiration from the forces that shape the natural world
to help our clients succeed in the real world.
Finch Brands was founded in 1998 by executives instrumental in the ascent
of IKEA and David’s Bridal. Their original vision was to create the firm they
were never able to find when they were in our clients’ shoes – an end-to-end
brand development and management powerhouse that seamlessly delivers
breakthrough brand strategy and irrepressibly creative brand design.
To accomplish this, we have brought together a team of leaders from brandfirst companies like Aramark, Campbell Soup Company, Colgate-Palmolive
and Kraft. These experiences make us a better, more instinctive partner – and
we put this hard-earned experience to work for clients across categories and
all along the growth track.
B RAN D
DEVELOPMENT
B RAND
MANAG EM ENT
vision and mission
strategic counsel and growth planning
brand strategy
brand tracking and brand health
brand architecture
product/service innovation funnel
identity (naming, logo, tagline)
pricing
brand standards/design systems
brand extension / elasticity
packaging design and POP
advertising campaign development and launch
internal brand rollout / training
marketing planning / demand generation
launch planning and execution
social media strategy / program management
web design and digital strategy
MARKET
R ESE AR C H
quantitative surveys
focus groups
in-depth interviews (IDI)
ethnography
digital bulletin boards
virtual communities
in-home research
store visits and mystery shopping
custom methodologies
SERVI CES
our goal is to be the most
consequential partner
with whom our clients
will ever engage.
ERLBAUM
CEO
BILL
GULL AN
PRESIDENT
Bill is Finch Brands’ lead strategist and one of the premier brand developers in the
marketplace. He has been the prime mover in the development of breakthrough
strategies for Affliction, American Express, AT&T, Daffy’s, Everlast, General Mills,
Herman Miller, IBM, Joseph Abboud, Kraft, Microsoft, Volkswagen, and World Wrestling
Entertainment. To bring Finch Brands’ strategies to life, he frequently serves in adjunct
executive positions for our clients.
J OR DAN
GO LD ENBERG
CRE ATIVE DIRECTOR
Jordan has been the driving creative force behind Finch Brands since the meteoric
rise of his creative agency, fabGORGON, led to its acquisition and roll-up as the
Finch Brands Brand Design function in 2003. Along the way, he has built a reputation
as one of the industry’s leading creative minds. Jordan delivers on the promise of
Finch Brands’ holistic approach to building brands and businesses through inspired
design and flawless execution of strategically informed and creatively surprising
marketing concepts.
J OH N
FERREI RA
VP, BRAND STRATEGY
John actively leads brand strategy engagements for Finch Brands. Prior to
joining Finch, he spent 11 years at Campbell Soup Company in leadership roles
spanning Brand Management, Consumer & Customer Insights and New Product
Commercialization. John is a graduate of the top ranked Wharton Executive MBA
program at the University of Pennsylvania — his towering strength is his talent for
uncovering and connecting powerful insights that drive a deeper understanding of
consumers, customers and end users.
R I C HARD
CLI FFO RD
VP, INTEGRATED MARKETING
Richard leads the Finch Brands Integrated Marketing team to ensure client
engagements are well-managed and that we continually focus on making brand
marketing a more powerful driver of client business performance. With a career that
includes ‘client side’ marketing management at Colgate-Palmolive, Kraft, and Aramark,
agency experience at both digital and full-service shops, marketing consulting, and a
technology startup, Richard understands how to both anticipate client needs and also
deliver an effective, collaborative experience.
TE AM
A retailer and business builder, Daniel co-founded Finch Brands after serving as
an original investor and Vice President at David’s Bridal. As CEO of Finch Brands,
Daniel focuses on bringing together a group of superlative professionals to
provide outstanding service and value to our clients, who face many of the same
growth challenges Daniel managed at David’s Bridal. Additionally, Daniel leverages
an extensive network of influential contacts within the corporate and investor
communities to benefit growth-oriented companies of all sizes.
E XECUTIVE
DANI EL
SELECTED
CLI ENTS
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representative
success stories
Faced with changing consumer tastes, distribution and licensing
challenges, Everlast needed to revitalize its brand to grow the business.
Finch Brands guided the company through a strategic and creative
renaissance, evolving Everlast from a boxing leader into a broadly
relevant athletic lifestyle brand based on the spirit – not just the
physicality – of boxing. Everlast’s market cap at commencement was
$50 M and the company was acquired for $168 M in the year following
the brand relaunch. The acquiring company attributed the brand’s
momentum as a central reason for the sale and price.
As its business has grown to include over 100 million square feet
of workspace, Liberty Property Trust decided to update brand
identity to better reflect its scale and corporate values. Finch Brands’
process included in-depth market research, messaging, and creative
development. The new logo and tagline (‘Accomplish More’) reflects the
company itself: strong, iconic, and progressive, yet fueled by traditional
values like trust and commitment. We also delivered a comprehensive
style guide for use by the company’s corporate resources and its team
around the world. To support the brand launch and reflect its new look,
the company changed its ticker symbol to “LPT.”
Fathead approached Finch Brands with a series of key questions central
to its brand and business strategy. Our brand research discovered that
Fathead had strong awareness of its life-size sports wall decals, but this
association was obscuring many facets of the product offering, including
broader licenses, different sizes, and its custom options. Finch Brands
leveraged the data to help transform Fathead’s positioning from ‘big’ to
‘real’ as well as craft initiatives that have helped to grow the business.
Fathead emerged from this process with its strength intact, but a clear
messaging and creative direction to contemporize the brand’s appeal.
ThinkGeek was founded to provide products to a niche audience of
technology-obsessed fellow geeks. Over time, geekdom has become a
mainstream phenomenon – and Finch Brands supported ThinkGeek in
advancing a brand and creative strategy to enable to company to better
serve its core customer while enlarging the opportunity. The core idea
is that geekdom is about passion and connection, not just smart things
or interesting people. We developed a new corporate identity, brand
strategy and tagline – ‘Join In. Geek Out.’ to reflect this shift. Since then,
Finch Brands has conducted research into product concepts and is a
go-to partner for ThinkGeek when it comes to brand communication.
With a long-term plan in place to build an elite team, the Sixers sought
a way to enroll fans and business partners in the journey. Finch Brands
created a campaign entitled ‘Together We Build’ to connect the
franchise’s moment with the workmanlike ethic of our city. Driven by
insight into the team and market, the integrated campaign influenced
everything from the look of tickets and sales packages, social media
and all manner of external communications while providing an internal
rallying cry to keep the intensity level high as the future takes shape. The
campaign won multiple awards and galvanized the city.
Finch Brands’ relationship with WWE traces back to 2003, when the
company challenged us to use audience research to determine WWE’s
next suite of priorities coming out of WrestleMania XX. Since then, we
have provided brand and concept research services across the business
– as the company approaches major decisions, Finch Brands is often
called upon to weigh in via market insights and strategic development.
Topics of study have included branded apparel, storytelling, corporate
sponsorship sales, the live event experience, audience segmentation,
PPV events and much more. Such a unique company and model
demands illuminating data and breakthrough thinking, which Finch
Brands has provided for over a decade.
Leveraging our deep experience in retail, Finch Brands worked with
Saxbys Coffee – one of the fastest growing café concepts in the nation
– to perfect their brand strategy and deliver a unique message through
all touchpoints. The work has included deep consumer research,
messaging development, a grand opening marketing playbook, in-café
experience elements and much more. Saxbys Coffee’s tagline, “For You,”
was developed to express the company’s personality and difference –
Saxbys is not in the coffee business, but the people business.
KenCrest is one of the region’s leading human services agencies, helping
people with intellectual and developmental disabilities and autism live
their best lives. Finch Brands was engaged to assess KenCrest’s brand
identity, and it quickly became clear through our research and site visits
that the organization’s team members share a core set of values. Thus,
the task was to use messaging and design to reflect what staff already
model each day. The new logo and tagline provide a contemporary and
dynamic yet human representation of the KenCrest brand. Finch Brands
also built and executed a brand activation plan that included in depth
brand education for all 2,000 KenCrest team members.
contact us
finch b rands. com
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