ROB is the creator of the Type-Role-Purpose approach to brand architecture strategy, first presented in the peer-reviewed Journal of Brand Management. A student of brand structures and their related identities--both naming conventions and visual identities--ROB continues to progress the discipline, while helping clients maximize the value, and simplify the management, of their brand portfolios.

Articles and Speaking

“PurposePost” Oliver Russell monthly (2019)

“Branding Essentials” Salt Branding Report, (2013, 2014)

University of Washington, Foster School of Business (2004 – 2010, Spring 2014)

University of Notre Dame College of Business/Brand Strategy Course – (Nov 2008, Feb 2010)

“What’s Branding Got to Do with Stock Price?” Business Insider (2011)

“Don’t be a Heartbreaker,” BrandWeek (2008)

“The Type-Role-Purpose Brand Taxonomy,”Journal of Brand Management (2007)

“Trademark Issues for Brand Names,” Marketing Management (2007)

“Making the Case for a New Brand Name,” Journal of Brand Management (2004)

“Infusing Brand Strategy into Account Planning,” Journal of Mktg. Intelligence & Planning (2003)

“Using Brand Strategy to Focus the Corporate Message,” Strategic Investor Relations (2003)