Strategic Branding Identity Design Expert Witness

Summary

As the managing partner of Wallace Church, Inc., one of the most accomplished brand identity strategy and design consultancies, and the current principle of a branding company, I have more than 45 years of expertise in developing aspects of brand strategy, brand communications and consumer survey analytics for national and global brands.

• Among the dozens of Fortune 500 companies I have consulted with includes more than a dozen leading pharmaceutical companies such as Johnson & Johnson, Pfizer, Bristol Myers Squibb, Bayer, GSK and others. As a result I have an understanding of data privacy protocols and when they are breached.
• As an expert witness since the year 2000, I have served on more than 95 cases. I have testified at more than four dozen depositions, a dozen trials and multiple arbitrations.
• I have authored and/or analyzed more than 1,000 consumer surveys, both for the court and for my brand consultancy. I have served both plaintiffs and defendants in an approximate 60/40 ratio.
• I have spoken and or keynoted at more than 50 design industry summits across the US, Europe, Latin America and Asia. I have authored numerous published articles, interviews, blogs and podcasts.
• My core expertise is the ability to create and differentiate brand experiences that drive consumer awareness and purchase behavior.

Brand Consulting Clients

My team and I have developed new brands and redesigned leading established brands for Procter & Gamble, Coca-Cola, Unilever, Pfizer, Nestle, Microsoft, Kraft, Pepsico, Revlon, L’Oreal, Target, The Home Depot, Johnson & Johnson, Scott/Miracle Grow, Bacardi, E&J Gallo, Anheuser Busch, PNC Bank, Kroger, Dell, Mattel, and more than 50 national/global brand leaders of equal caliber.

• Legal Expertise
• Trademark Infringement
• Copyright Infringement
• Design Patent Infringement
• False/Deceptive Advertising/ Messaging
• Licensing Disputes
• IP Infringement
• Branding Industry Issues
• Likelihood of Confusion
• Secondary Meaning
• Brand Dilution
• Damages Assessment
• Corrective Advertising

Professional Experience

A private branding company, 2014 – Present

Managing Partner

• Leads a multi-disciplined team driven to prove the ROI of brand communication integration across every consumer touch point, from brand identity to advertising, packaging, shopper marketing, web development, social media and all other branding

Wallace Church, Inc., New York, NY and San Francisco CA 1985 – 2014,

29 years Managing Partner, Strategy

• Actively managed one of the world’s most respected brand identity design consultancies.
• Provided strategic consulting on all branding issues including brand name development, brand identity, graphic and structural package design, trademark and copyright development, integration across advertising and all other brand communications

Peter Cris Advertising, Inc., New York, NY 1984 – 1985

Vice President, Marketing

• Provided both the strategic and creative force for this regional advertising agency.
• Acted as primary liaison between clients and creative department.

Modular Marketing, Inc., New York, NY 1982 – 1984

Senior Account Manager

• Managed select client relationships through all creative and strategic aspects of project management for this marketing communications consultancy.
• Designed and developed brand promotion programs, corporate communications and brand identity assignments.

Grey Advertising, Inc., New York, NY 1981 – 1982

Senior Account Manager

• Actively participated in one of the world’s largest advertising agencies through the Market Horizons function, consulting with core clients on advertising and new brand communications opportunities.

Education:

• MBA coursework, The New School, New York, NY 1981 – 1983
• BA, English, Gettysburg College, Gettysburg, PA 1977 – 1981

Professional Activities:

• Frequent speaker on brand identity design at more than 50 marketing, design and research industry events across the US, UK, Europe, Latin America and Asia
• Author of numerous articles and published case histories on brand identity design in the Wall Street Journal, Forbes, Brandweek, Design Management Journal, Package Design Magazine and numerous other publications,
• Co Author “Really Good Package Design Explained, Rockport Press, 09
• Lecturer on brand identity at Columbia Business School, Georgetown University, Seton Hall, University of Texas, School of Visual Arts Masters in Branding and other MBA programs of leading universities
• Board of Directors, Design Management Institute
• Distinguished Faculty Member, Path to Purchase Institute, speaker at national conference for the last 10 years.

Professional Memberships

• Design Management Institute, Board of Directors
• Path to Purchase Institute, Distinguished Faculty
• Shelf Impact Magazine, Board of Advisors,
• American Marketing Association
• Association of Professional Design Firms
• Color Marketing Group
• American Institute of Graphic Arts