Applied Branding
Alan Bergstrom
Alan Bergstrom is president of Madison-based Brand Fundamentals and has spent more than 20 years helping some of the world’s best known companies to leverage their brands.
During his career, Alan has worked with many Fortune 500 firms and notable brand icons, including ABC/Disney, A&E and The History Channel, National Geographic, GM, Saab Automobile, Lexus/Toyota, Holiday Inn, Hewlett-Packard, Johnson Controls, Master Lock, Delta Faucets, Karastan/Mohawk Carpets, Motorola, Visa International, Wells Fargo, Transamerica, Prudential and Charles Schwab.
Alan has been a pioneer in developing several leading-edge branding applications and is regularly quoted in Business Week, Fortune, Wall Street Journal, Business 2.0 and American Banker, as well as numerous other trade publications.
Alan earned an M.A. degree in International Studies from Monterey Institute of International Studies, Monterey, CA, and a B.A. degree in Political Science and International Economics from College of St. Thomas, St. Paul, MN.
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), Rick 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.
Rick’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.
Rick 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 University of Wisconsin MBA program on branding, Rick has often been sought by the press to offer commentary on branding’s ability to affect a company’s performance.
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