Brand Strategy
Bryan Wilson
I help companies establish, strengthen, or better articulate their brands and products.
My GTM approach is rooted in the tenets of The Long and Short of It by Les Binet & Peter Field: always-on brand campaigns that 'prime the pump' for the 95% not in market, plus product campaigns that drive conversions for the 5% who are.
I've worked with
About
Beyond the brief
I started out as a SAG-AFTRA actor and stuntman. Indiana Jones. The Sopranos. Drake & Josh. I've been shot three times on screen - once by 50 Cent - and killed on Law & Order twice.
I tell you that not because it's a fun party trick, but because I learned SO much about how to approach marketing from the film industry. Acting taught me to research a character from the inside out: to understand their motivations, their fears, the specific truth that makes them feel real to an audience. Stuntwork taught me the value of asking the right questions (ask me about the Indiana Jones anecdote related to this) and the importance of testing and learning.
When I got into advertising in my late twenties, I brought these lessons with me.
I don't manufacture strategies, narratives, or messaging. I research them, test them, and make sure they're authentic.
The move is always the same. Go back to what's already true. Find the authentic story the brand already owns (and lots of times hasn't fully told), then build everything from that: the narrative architecture, the messaging frameworks, the campaign platforms, the governance models, the GTM playbooks. Out from that core.
I live in Tiburon, CA with my 8 year old son and golden retriever. After a double hip replacement lasy year (thanks AVN!) I enjoy yoga, running (more slowly), surfing, tennis, and reading Les Binet & Peter Field ad nauseum.
My Approach
Marketing that moves the metric
The Long & Short of It
Brand is a differentiator and the 60/40 principle works. 60% brand-centric/top-of-funnel, 40% performance/demand gen.
In vs. Out of Market
At any given time, only 5% of your customers are looking to buy. Always-on brand marketing ensures top of mind when ready.
Inside-Out Marketing
Values-driven marketing creates authenticity, differentiation, and builds trust with your audience.
Emotion Drives Decisions
95% of decision-making is done on emotion. If they ain't feelin somethin, they ain't buyin nuthin.
Areas of Expertise
Selected Work
Career highlights
T-Mobile: Uncarrier Rebrand
I was on the account side here, but an integral part of building the Uncarrier brand and product strategy. T-Mobile has gone from a challenger brand to category leader.
Results
- +20% NPS over next competitor
- 46% revenue growth
- Doubled subscriber base YoY
Background
My not-so-linear journey to brand
Actor & Stuntman
SAG-AFTRA actor. Indiana Jones, The Sopranos, Drake & Josh, Sundance Short Film Producer.
Agency Account Management
JWT (Rolex), Publicis (T-Mobile Uncarrier Rebrand), GS&P (Cisco IoT launch), BSSP (Blue Shield Rebrand).
In-House Brand Manager
Blue Shield of California — Brand Guideline Development.
Brand Strategy Director
Chiel/Samsung - Brand & Product Campaign Strategy.
Strategy Director (Freelance)
ADP, Meta — Research & messaging frameworks. Microsoft — Partner GTM & content strategy.
“You truly are the Tom Brady of brand governance”
- Something I've actually been told before... yes I'm from Boston... a huge Patriots and Tom Brady fan... and also a brand geek
Contact
Let's work together
Most marketers chase the metric. I chase the meaning — because meaning is what makes the metric move. If that resonates, let's talk.
Thanks for having a look around!
— Bryan