Bruce McKinnon
Brand Strategist at Brand Arrow®- Claim this Profile
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Topline Score
Bio
Sandra L.
If the point of your company's value is not clear to your prospects then you need to read Bruce's book "What's Your Point?". His Brand Arrow process of developing a much clearer, simpler and strong message is filling out the parts of an arrow leading to your audience. This book is actionable and laid out in clear terms with great examples so it's easy to follow. You can do this on your own or with your team. Even if you have a long existing message, this process helps focus your content and your storytelling. I highly recommend you read and work through this valuable book!
Sarah Acer
While at CAI, I worked closely with Bruce and his team for two years to rebrand CAI — a 36-year old nonprofit working in 23 countries and all 50 US states. As a result of Bruce and his team’s innovative brand consulting, bespoke creative processes and complete dedication to his clients and his craft, my team and I were able to engage the entire company in the building and adoption of an outstanding brand strategy which led to the successful implementation of a global rebranding initiative that transformed our organization and our ability to serve the public health workforce. I look forward to the next opportunity I have to work with Bruce and his team and would recommend him wholeheartedly to any organization looking for a trusted partner who is one of the best strategists in the game.
Sandra L.
If the point of your company's value is not clear to your prospects then you need to read Bruce's book "What's Your Point?". His Brand Arrow process of developing a much clearer, simpler and strong message is filling out the parts of an arrow leading to your audience. This book is actionable and laid out in clear terms with great examples so it's easy to follow. You can do this on your own or with your team. Even if you have a long existing message, this process helps focus your content and your storytelling. I highly recommend you read and work through this valuable book!
Sarah Acer
While at CAI, I worked closely with Bruce and his team for two years to rebrand CAI — a 36-year old nonprofit working in 23 countries and all 50 US states. As a result of Bruce and his team’s innovative brand consulting, bespoke creative processes and complete dedication to his clients and his craft, my team and I were able to engage the entire company in the building and adoption of an outstanding brand strategy which led to the successful implementation of a global rebranding initiative that transformed our organization and our ability to serve the public health workforce. I look forward to the next opportunity I have to work with Bruce and his team and would recommend him wholeheartedly to any organization looking for a trusted partner who is one of the best strategists in the game.
Sandra L.
If the point of your company's value is not clear to your prospects then you need to read Bruce's book "What's Your Point?". His Brand Arrow process of developing a much clearer, simpler and strong message is filling out the parts of an arrow leading to your audience. This book is actionable and laid out in clear terms with great examples so it's easy to follow. You can do this on your own or with your team. Even if you have a long existing message, this process helps focus your content and your storytelling. I highly recommend you read and work through this valuable book!
Sarah Acer
While at CAI, I worked closely with Bruce and his team for two years to rebrand CAI — a 36-year old nonprofit working in 23 countries and all 50 US states. As a result of Bruce and his team’s innovative brand consulting, bespoke creative processes and complete dedication to his clients and his craft, my team and I were able to engage the entire company in the building and adoption of an outstanding brand strategy which led to the successful implementation of a global rebranding initiative that transformed our organization and our ability to serve the public health workforce. I look forward to the next opportunity I have to work with Bruce and his team and would recommend him wholeheartedly to any organization looking for a trusted partner who is one of the best strategists in the game.
Sandra L.
If the point of your company's value is not clear to your prospects then you need to read Bruce's book "What's Your Point?". His Brand Arrow process of developing a much clearer, simpler and strong message is filling out the parts of an arrow leading to your audience. This book is actionable and laid out in clear terms with great examples so it's easy to follow. You can do this on your own or with your team. Even if you have a long existing message, this process helps focus your content and your storytelling. I highly recommend you read and work through this valuable book!
Sarah Acer
While at CAI, I worked closely with Bruce and his team for two years to rebrand CAI — a 36-year old nonprofit working in 23 countries and all 50 US states. As a result of Bruce and his team’s innovative brand consulting, bespoke creative processes and complete dedication to his clients and his craft, my team and I were able to engage the entire company in the building and adoption of an outstanding brand strategy which led to the successful implementation of a global rebranding initiative that transformed our organization and our ability to serve the public health workforce. I look forward to the next opportunity I have to work with Bruce and his team and would recommend him wholeheartedly to any organization looking for a trusted partner who is one of the best strategists in the game.
Experience
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Brand Arrow®
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United Kingdom
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Business Consulting and Services
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1 - 100 Employee
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Brand Strategist
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Dec 2009 - Present
Brand Arrow® provides Brand Strategy consulting for clients and agencies in the US and Europe. It has delivered over 100 assignments across digital and conventional businesses, in both B2B and B2C for a variety of sectors including artificial intelligence, legal tech, financial services, food and drink, fashion and software. Assigments include: - Brand Strategy for healthcare analytics firm Dr Foster - Solutions Brief for Blue Yonder/JDA Software - Marketing Plan for World Extreme Medicine - Values Framework for New York restaurants Estela, Flora and Cafe Altro Paradiso - Positioning and Messaging Guide for cyber security PR agency Code Red - Key Messaging for legal-tech firms Neota Logic - Brand Arrow workshop for Acin Operational Risk Show less
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What's Your Point?
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United Kingdom
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Book and Periodical Publishing
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Award Winning Author
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Jan 2019 - Present
- Published in 2019, 'What's Your Point?' won a Silver Medal Winner of the Axiom Business Book Awards (US) and was a Finalist at the 2020 Business Book Awards (UK). - The book contains the Brand Arrow®, a proprietary framework used in over 100 client engagements in Europe and North America. - Bruce speaks on brand strategy at business schools, global conferences and is a regular speaker at Chartered Institute of Marketing events. - - Published in 2019, 'What's Your Point?' won a Silver Medal Winner of the Axiom Business Book Awards (US) and was a Finalist at the 2020 Business Book Awards (UK). - The book contains the Brand Arrow®, a proprietary framework used in over 100 client engagements in Europe and North America. - Bruce speaks on brand strategy at business schools, global conferences and is a regular speaker at Chartered Institute of Marketing events. -
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Spreckley
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United Kingdom
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Public Relations and Communications Services
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1 - 100 Employee
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Consulting Brand Strategist
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Jul 2018 - Present
Working closely with the team at Spreckley to provide brand strategy and key messaging services for a range of clients and prospects Working closely with the team at Spreckley to provide brand strategy and key messaging services for a range of clients and prospects
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Consulting Brand Strategist
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Mar 2018 - Present
Providing brand strategy, marketing strategy, key messaging and brand workshops for a range of clients and prospects. Providing brand strategy, marketing strategy, key messaging and brand workshops for a range of clients and prospects.
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YUnique Marketing Limited
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United Kingdom
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Marketing Services
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Consulting Brand Strategist
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Mar 2017 - Present
Working closely with Jarmila Yu, YUnique Marketing’s Founder, on a range of brand strategy services and workshops to support their clients Go To Market Strategies. Working closely with Jarmila Yu, YUnique Marketing’s Founder, on a range of brand strategy services and workshops to support their clients Go To Market Strategies.
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Consulting Brand Strategy Director
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Jan 2019 - Present
Providing brand strategy, marketing strategy, key messaging and brand workshops for a range of client and internal projects. Providing brand strategy, marketing strategy, key messaging and brand workshops for a range of client and internal projects.
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Aries Insight
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United Kingdom
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Information Services
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1 - 100 Employee
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Brand and Marketing Consultant
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Jul 2013 - Jan 2022
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Blue Yonder
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United States
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Software Development
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700 & Above Employee
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Brand Strategist
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Dec 2019 - Jul 2020
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Brand Strategist
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Oct 2017 - Dec 2018
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Consulting VP Marketing
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Feb 2016 - Sep 2017
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KDDI Europe
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United Kingdom
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Telecommunications
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1 - 100 Employee
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Consulting Head of Brand and Marketing
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Feb 2015 - Nov 2015
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HOST Universal
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Australia
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IT Services and IT Consulting
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Partner
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2004 - 2009
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Orange
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Germany
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International Trade and Development
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1 - 100 Employee
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Head of Comms
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2000 - 2004
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Equal Exchange
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United States
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Food & Beverages
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1 - 100 Employee
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Marketing Director
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1996 - 1999
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Media Natura
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Spain
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Business Consulting and Services
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Managing Director
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1992 - 1996
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Account Manager
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1985 - 1992
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