Rob Osler

Background

About Rob Osler

Positions Held: Company side: MICROSOFT, Director of Brand Strategy; INTERMEC (now part of Honeywell), Director Global Brand Strategy; WESTERN WIRELESS (now part of Verizon), Executive Director Brand Development Agency side: NORTHBOUND BRANDING, Senior Consultant; OLIVER RUSSELL, Managing Director; SALT BRANDING, Principal SVP; ANTHEM WORLDWIDE, Senior Director Brand Strategy; WONGDOODY, Senior Director Brand Strategy; LANDOR, Client Managing Director; FITCH, VP Brand Strategy Education: MBA: University of Washington Foster School of Business BA: Philosophy, University of Puget Sound Authorship:"Brand Essentials," Salt Branding Literature Series and CMO.com (2013) Don't be a Heartbreaker," BrandWeek (2008)"The Type-Role-Purpose Brand Taxonomy," Journal of Brand Management (2007)"On the Mark," Marketing Management/American Marketing Association/(2007) “Making the Case for a New Brand Name,” Journal of Brand Management (2004) “Infusing Brand Strategy into Account Planning,” Journal of Marketing Intelligence and Planning (2003) “The Secret to Effective Brand Management,” AIGA Brand Experience (2003) “Using Brand Strategy to Focus the Corporate Message,” Strategic Investor Relations (2003) “Audience Segmentation,” Washington Software Alliance Newsletter (2003) “The Industry Life Cycle’s Influence on a Brand’s Message,” Leonhardt:Fitch Perspectives on Branding (2002) “Brand Pragmatism: Seven steps to managing your brand assets,” Brand Marketing (2001) Specialties: MARKET RESEARCH qualitative and quantitative research methodologies BRAND MANAGEMENT education, communications, scorecards, standards POSITIONING category definition, research, segmentation, competitive mapping ARCHITECTURE taxonomy and modeling, endorsement strategies NAMING corporate & product, nomenclature strategy, trademark law, intl. language VISUAL IDENTITY enterprise-wide graphic identity systems development and management