Rick Stone

Rick Stone believes a unifying brand strategy can help companies gain competitive advantage. As executive vice president and chief brand strategist at Madison-based branding firm Lindsay, Stone and Briggs (LSB), Stone has helped dozens of companies to build their brands by better defining and communicating their brand advantage.

A “marketing anthropologist” by passion and experience, Rick Stone knows how to mine the consumer and competitive marketplace for insights and opportunities. He can carve out insights and separate the relevant and the differentiated from everything that is not — he’s an explorer with an eye for what matters to customers’ conscious and subconscious.

Stone's strategic and creative insights have aided clients as diverse as PepsiCo, Kraft, Chiquita, the Green Bay Packers, Allsteel office furniture, Snap-on tools, Weyerhaeuser, the Milwaukee Journal Sentinel, Kleenex, Huggies, Marshfield Clinic and the Myrtle Beach, South Carolina Chamber of Commerce.

He created LSB’s highly regarded Brand Genetics^® Profile, a proprietary model that helps identify and focus the DNA of a brand. He’s a pioneer in the application of Jungian archetypes to branding, positioning, product platforming, and messaging.

A frequent speaker at conferences and branding workshops, and a guest lecturer at the Wisconsin School of Business at the University of Wisconsin-Madison on branding, Stone has often been sought by the press to offer commentary on branding’s ability to affect a company’s performance.