Our People.

Getting our clients the results they need is what determines our success. This requires a breadth and depth of skills, experience and capability – all driven by our shared operating philosophy of SMART BRAVE ACTION™

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LinkedIn
David Kincaid
Managing Partner, Founder
“Brands are the most misunderstood and underleveraged assets on companies' balance sheets.”
Brand expertise
  • Facilitation and aligning business leaders to a common vision and action plan
  • Brand strategy
  • Marketing strategy
  • Brand valuation
  • Brand portfolio optimization
  • Brand management
  • Brand development and innovation
  • Strategic planning
  • Market insights and measurement
ACCOLADES
  • 2014 Inductee, American Marketing Association's “Marketing Hall of Legends”
  • Canada's Marketer of the Year (1998)
  • Author, “Brand Forward; Brand Back”
  • Currently Adjunct Professor, Queen's School of Business
Education
  • BA Hons. (Political Science), Queen's University
  • Kellogg School of Management, Centre for Creative Leadership
Brand Experience
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LinkedIn
Ian Madell
Managing Partner, President
“Companies that want to grow often struggle to define a clear vision of what success looks like. Frequently, a company will try a series of things that don't work out. That's when my expertise comes into play, helping them map out a clearer and more effective blueprint for growth.”
Brand expertise
  • Growth strategy
  • Business planning
  • Strategy implementation
  • Organization transformation
  • Market sizing
  • Facilitation & aligning executive teams to common goals
Education
  • MBA, University of Windsor
  • BComm, University of Windsor
  • BA (Econ), The University of Western Ontario
Brand Experience
LinkedIn
Matthew Loyal Kelly
Managing Partner
“The difference between good and great branded business is that great brands truly understand what drives behavior. I help organizations develop and consistently deliver a powerful brand experience.”
Brand expertise
  • Brand strategy and management
  • Marketing and communications
  • Emotional science
  • Organizational culture
  • Executive alignment and facilitation
  • Strategic Planning
accolades
  • Yum! Chairman's Award for Leadership and Strategy
education
  • HBComm, DeGroote School of Business
  • Kellogg School Management, Centre for Creative Leadership
brand experience
LinkedIn
Hua Yu
Managing Partner
“Yes, a brand is the value of a promise consistently kept. But for a North American company to be successful in China - or the other way around - they have to develop customized strategies to enter, localize, and grow.”
Brand expertise
  • Market entry strategy & solution (from/to China)
  • Business strategy
  • Strategic planning
  • International training
  • HR strategy & execution
  • Talent acquisition
  • Business coaching
  • Business culture
  • Operations and general management
accolades
  • 2014 Winner, Mandarin Profile Awards – Professional Services
  • Board Director, Microskills
  • Board Director, Shanghai Chamber of Commerce
  • Chinese Cabinet Member, SickKids Foundation
  • Founder, #WeWorkingWomen
    • Canada's #1 Chinese Women's Leadership Forum
education
  • MA, New York Institute of Technology
  • BA, Shanghai University
brand experience
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LinkedIn
David Saffer
Managing Partner
"One hallmark of great leaders is the ability to think at 50,000 feet and at ground level - and to communicate each clearly."
BRAND EXPERTISE
  • Consumer and market insights
  • Brand strategy
  • Marketing and communications
  • Organizational culture
  • Executive alignment and facilitation
ACCOLADES
  • Keynote address, MicrosoftTM Internet of Things (IoT), CEO Dinner
  • Judge, OCAD U Advertising
  • Keynote address, RCC Retail Symposium
  • Vendor, ECRM Women's Health
EDUCATION
  • BSc. Psychology, Trinity College
BRAND EXPERIENCE
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LinkedIn
Efram Lebovits
Director
“Successful strategy transformation requires strong organizational alignment. A well-developed and reinforcing brand provides the clarity, focus and guardrails to help make this happen.”
BRAND EXPERTISE
  • Corporate strategy
  • Organizational transformation
  • Brand strategy
  • Market insight
  • Organizational effectiveness and culture
  • Business opportunity assessment
EDUCATION
  • MBA, University of Michigan - Ross School of Business
  • BBA York University – Schulich School of Business
BRAND EXPERIENCE
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