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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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
  • 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
  • BA Hons. (Political Science), Queen's University
  • Kellogg School of Management, Centre for Creative Leadership
Brand Experience
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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
  • MBA, University of Windsor
  • BComm, University of Windsor
  • BA (Econ), The University of Western Ontario
Brand Experience
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
  • Yum! Chairman's Award for Leadership and Strategy
  • HBComm, DeGroote School of Business
  • Kellogg School Management, Centre for Creative Leadership
brand experience
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 and memberships
  • 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
  • Board Member, Ontario Tourism Marketing Partnership Corporation (OTMPC) with a mandate of growing Ontario’s tourism sector
  • MA, New York Institute of Technology
  • BA, Shanghai University
brand experience
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
  • Executive Digital BootCamp
  • Digitally Informed Growth Strategy
  • Agile Organizational Design
  • Strategy Implementation
  • Leadership Agility
  • Executive Alignment and Facilitation
  • 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
  • Western University; Hon Bachelor of Science
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Efram Lebovits
“Successful strategy transformation requires strong organizational alignment. A well-developed and reinforcing brand provides the clarity, focus and guardrails to help make this happen.”
  • Corporate strategy
  • Organizational transformation
  • Brand strategy
  • Market insight
  • Organizational effectiveness and culture
  • Business opportunity assessment
  • MBA, University of Michigan - Ross School of Business
  • BBA York University – Schulich School of Business
Ashlee Goodfellow
“Through exploration you answer questions that you didn’t know to ask.”
  • Organizational Strategy
  • Consumer Market Insights
  • Qualitative Research Facilitation
  • Business Planning
  • Project Management and Execution
  • MBA, Schulich School of Business
  • MPA, Schulich School of Business
  • Bcomm, University of Alberta
Sean Pavlidis
"A transformed business is the accumulation of thousands of small day-to-day changes made at an individual level. The keys to a successful implementation are rewarding and recognizing desired behavior, removing roadblocks to change, and constantly reinforcing the vision for the future."
  • Corporate & Brand Strategy
  • Business Planning
  • Market Entry & Sizing
  • Organization Transformation
  • Portfolio Management
  • Market Insight
  • Organizational Effectiveness and Culture
  • BComm, Queen’s University