"Ted Matthews has taken the mystery out of branding and, in so doing, has given executives a powerful competitive weapon. Tomorrow I become the Chief Brand Officer of my company!"
Real Bergevin
CEO, NuComm International
One of Canada's 50 Best Managed Companies™ for six consecutive years
Author, Call Centers for Dummies
"Matthews and his team are champions of Brand actualization. They validate the business rationale for emancipating Brand from the confines of market fads, cyclical ad budgets and management whim. Thus, Brand is justly positioned as a cornerstone in corporate strategy, organizational behavior and leadership. The impact? The amorphous definition of Brand evolves into a tangible, actionable set of behaviors for individuals throughout any organization to embrace and strengthen, or dismiss and destroy, with their every interaction."
Michael Boydell Former
Vice President, Yahoo!
» He persuaded adidas to bring back The Three Stripes.
» He convinced Energizer not to kill the Bunny.
» But it’s still not about the logo.
Ted Matthews, the original Brand coach, brings a unique style, evangelical passion and unprecedented knowledge and insight to each of his engagements. Ted pushes his clients to understand that a Brand is not the logo, the website or the advertising, but that in fact, A Brand is what people think of you™. His over three decades of experience and an unbiased, no nonsense approach helps time-starved leaders internalize the skills that enable them to become their organization's true CBO – Chief Brand Officer.
Ted's dogged pursuit of the Instinct Mission – to challenge and support business leaders to maximize the potential within their Brands – has spurred some of the most successful Brand evolutions in North America. He has been an integral force behind the Brand-building efforts of companies like adidas, Honda, Steelcase, Toshiba, Strata Health, Oxford Properties, Pickseed, Investment Planning Counsel, Benjamin Moore, Steam Whistle Brewing and ornge.
Ted won't sugar-coat, speak in ambiguities or beat around the bush. He will force you to stare your Brand in the face and decide what it's all about. He'll help you pinpoint its essential distinction, enabling you to attract – and retain – talented people who strategically and consistently communicate your Brand's value to customers.
Using lessons from today's Brand successes (and stumbles) and drawing on his own past experience as Founder and CEO of marketing firm Promanad Communications, Ted teaches CEOs to embed, throughout the organizational culture, instinctive behaviors that help their Brands earn a spot in the minds and hearts of increasingly discerning stakeholders. x
When he’s not Brand coaching, Ted enjoys making sawdust where he and his wife Marsha live – between an island cottage in Muskoka, Ontario and a desert home near Phoenix, Arizona.
View Ted’s profile on Linked-In
Proud member of Young Presidents’ Organization and Chairman (past) of the Toronto Chapter
View Ted's articles in Canadian Business
To inquire about booking Ted to speak at your next event, please contact Scott Chapman at scottc@instinctbrandequity.com or at 416.703.1888.