Chris joined Cornerstone Strategic Branding, Inc. as co-owner in 1991 to bring a strategic and account management focus to the firm. Since then, he has been instrumental in expanding the firm’s domestic and international client base. As CEO, Chris oversees the management of identity programs for CSB clients in the U.S. and international markets, such as Mexico, Central America, the Caribbean, and South America. He established CSB’s joint venture office in São Paulo, Brazil and directs their activities with the area’s Brazilian clients.
His responsibilities include helping clients create the visual positioning and design language for their brands using CSB’s visual positioning methodology. Chris also oversees the application of CSB’s proprietary Equity Power® Competitive Audit and Identity Evaluation process and its Visual Building Blocks® and Surround Branding® design methodologies. He directs the account management, new business and administrative departments at CSB.
At Cornerstone, Chris has been instrumental in developing identity programs for clients such as: Coca-Cola, Pfizer, Heinz, Johnson & Johnson, R.J. Reynolds, Converse, Nabisco, ConAgra, Sara Lee, Nestle, VF Corporation, Kayser-Roth, Howard Johnson’s and Kellogg’s. He has also managed projects for clients in the technology sector including AOL, Smart On-Line, Comcast Metro Phone, Telemar, Telemig Celular and W-Aura.
Before coming to CSB, Chris was Senior Vice President/Marketing Director at Cato Yasumura & Behaegel, a design division of Young & Rubicam, and also served as a principal of Young & Rubicam Ltd. Prior to Cato Yasumura & Behaegel, Chris established the New York office of Keith Thomas Associates, a California-based identity-consulting firm, where he was V.P. General Manager.
In addition to his extensive branding background, Chris brings over 12 years of account management experience from several multi-national ad agencies. Chris has held management positions at D'Arcy Masius Benton & Bowles, Foote, Cone & Belding and Saatchi & Saatchi, where he was a Vice President in Account Services. During his career in advertising, Chris managed the development of integrated communications programs for brands marketed by Proctor & Gamble, The Dial Corporation, Cadbury Schweppes, CPC International, Intercontinental Hotels, M & M/Mars, Levi Strauss and Hasbro Toys.
Chris headed the agency team that introduced Levi's Women’s 501 "Shrink-to-Fit" jeans, one of the most successful new products in apparel history. He also created a successful new pre-school toy concept for Hasbro later named Shape Makers.
Chris has been a keynote speaker at a variety of international branding symposiums, including those sponsored by the Associação Brasileira de Embalagem (ABRE) in São Paulo, Brasil, and by the Japanese Package Design Association (JPDA) in Tokyo, Japan.
Chris graduated from the University of Rhode Island with a Bachelor of Arts in Journalism and received a Masters of Science in Journalism, with concentration in advertising from the Medill School of Journalism, Northwestern University. He is a member of the AIGA, DMI, ABRE (Associação Brasileira de Embalagem), and the United States-Mexico Chamber of Commerce.