Ted Matthews

Background

About Ted Matthews

After art college, I did one thing for 30 years and learned a lot- I founded and ran a marketing communications company, ultimately with a staff of 80 professionals working with Fortune 500 clients. But it was after I sold my firm and briefly worked for one of my former clients, as their SVP Brand Coach, that I learned my most important lesson; Professional managers aren’t taught what a Brand really is in business school. So they don’t know! I believe this critical educational oversight- not understanding Brand-has caused, and continues to threaten, the loss of many businesses and the good jobs that have powered our North American economy and have provided our society’s privileged way of life. Brand is the greatest value creator. It’s not just the logo, it’s not only the advertising. It’s not the sole responsibility of the marketing department – your Brand is what people think of you…it’s formed from everything your organization says and does. I wrote a book- it clarifies ‘Brand’. It establishes 3 Rules and 3 Tools of Branding and puts the responsibility for the Brand with the CEO. My book became a #1 best seller. I helped leaders and organizations understand “Brand” so that they could leverage its power- engaging employees and customers to grow and prosper. Today, my daughter Megan Matthews continues this at the helm of Instinct with ruthless consistency. She brings her multi-decade career as a PR and communications professional working in Toronto, New York and London, with household names and emerging Brands to the Instinct process.