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
“By 2030, visible minorities in Canada are expected to account for one-third of the country’s population, therefore the importance of identifying and understanding your ethnic consumers is becoming critical, and represents a major growth opportunity.”
Brand expertise
  • Multicultural strategy
  • Market entry strategy
  • Brand strategy
  • Business strategy
  • Strategic planning
  • People strategy
  • Operations and general management
accolades
  • 2017 Acquisition Int'l Magazine's Most Influential Woman in Ethnic Brand Strategy, Canada Award
  • 2014 Winner, Mandarin Profile Awards – Professional Services
  • Chinese Cabinet Member, SickKids Foundation
  • Director, Canada Shanghai Business Association
  • Founder, #WeWorkingWomen, Canada's #1 Chinese Women's Leadership Forum
education
  • MA, New York Institute of Technology
  • BA, Shanghai University
brand experience
LinkedIn
Claude Ricks
Managing Partner
“In today’s era of volatility, there is no other way but to re-invent. The only sustainable advantage you can have over others is agility, that’s it. Because nothing else is sustainable, everything else you create, somebody else will replicate.”– Jeff Bezos, Amazon founder
BRAND EXPERTISE
  • Executive Digital BootCamp
  • Digitally Informed Growth Strategy
  • Agile Organizational Design
  • Strategy Implementation
  • Leadership Agility
  • Executive Alignment and Facilitation
ACCOLADES
  • Multiple C suite Operational and Leadership Roles
  • Lead Multiple Client Digital Content Strategies
  • Implemented Multiple Enterprise Transformation Engagements
  • Managed Mulitple GrowthStrategies and Cost Reduction Initiatives
  • Co-Creator of ATKearney Change Management Practice
EDUCATION
  • Western University; Hon Bachelor of Science
BRAND EXPERIENCE
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LinkedIn
Efram Lebovits
Principal
“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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LinkedIn
Ashlee Goodfellow
Director
“Through exploration you answer questions that you didn’t know to ask.”
BRAND EXPERTISE
  • Organizational Strategy
  • Consumer Market Insights
  • Qualitative Research Facilitation
  • Business Planning
  • Project Management and Execution
EDUCATION
  • MBA, Schulich School of Business
  • MPA, Schulich School of Business
  • Bcomm, University of Alberta
BRAND EXPERIENCE