Rob Wallace runs one of the nation's top
Brand Identity / Package Design Resources providing global branding expertise to Fortune 500 companies in virtually all CPG categories. Wallace Church Inc. clients include P&G, Nestle, Unilever, Kraft, Colgate, The Home Depot, Brown-Foreman, Novartis, J&J, and more than 30 market leading companies. He has unique expertise in
Trademark, Trade Dress, Brand Identity and Package Design Infringement. Manhattan-based, Rob has been an expert witness for important litigation involving:
Likelihood of Consumer ConfusionConsumer Perception & Buying Behavior ResearchBrand Valuation & DilutionInnovation/Ideation CopyrightPackage Graphic/Structural DesignProduct Design
Brand Identification: Be Smart, Be Simple
Today's world is cluttered with messages. In this enviromnent, Rob Wallace urges simplicity. Powerful brands cut through perceptional noise with a memorably iconic and minimalist approach to colors and symbols. Case studies amplify the principles he advocates, and a three-step process outlines specific criteria managers can use to build designs that are visually clean and engaging.
Proving Our Value: Measuring Package Design's Return On Investment
I've spent the better part of 20 years on the package/brand identity design pulpit.With my colleagues in corporate and consultant design, I have tried to spread the gospel of package design's pre-eminent role in communicating the brand's core identity, its emotional essence, and its primary connection to consumers.
Blood, Sweat and Tiers: Building Optimal Brand Identity Architectures
Brand extensions are more than twice as likely to succeed as new brands. With mega-brands like Crest extending to more than 80 SKUs in the United States alone and over 300 products worldwide, today's brands are not just expanding-they are hyper-proliferating.
Design ROI Re-Envisioned
A new set of design advocates is needed: individuals & organizations who aren't afraid to weigh the costs of design against marketplace results.
Tried & True: Heinz turns iconic authenticity into fresh relevance.
The value of being the genuine original cannot be overstated. Behaviorists like Malcolm Gladwell and Barry Schwartz recognize that in a sea of newness, we consumers find comfort in brands that are consistent, honest and real. We immediately recognize their familiar identities