History

It’s been more than 27 years since our first brand consulting project, helping The Wall Street Journal focus its brand building efforts.

We’ve learned a few things over the past few decades:

• Marketers are much smarter about brand than ever. We learn even more by collaborating with our clients.
• Brand has developed substantial credibility as a business discipline. We get to talk with more clients about more interesting ways to apply a brand framework in their businesses.
• More and more organizations are embracing internal brand building as a customer-centric leadership platform. We are interacting with more business professionals beyond the marketing department, providing a new perspective on building a brand inside and outside an organization.

Our firm’s practice has evolved in concert with the way organizations have used brands. When the focus was on product brands our brand strategy consulting activities focused on brand extension, brand licensing, category management and building retailers’ owned brands.

As the focus changed to building corporate brands our brand strategy consulting was aimed at developing an expertise in defining brand platforms. All our work on corporate brand propelled our work into internal branding – engaging employees to deliver on the promise of a corporate brand. Along the way, we developed a practical, professional development-based model of personal brand as an internal brand alignment tool.

Today, Brand Tool Box has become the global leader in working with organizations and individuals to use a practical framework of brand to strengthen the relationships that matter most to their success and happiness.