May 4, 2023
Mitch is Founder and Managing Partner of FullSurge, a brand and marketing strategy consultancy based in Chicago, IL. He has over 30 years of line management and strategy consulting experience in branding and marketing, customer and consumer insights, and innovation. His Amazon-bestselling book, The Indispensable Brand, guides readers on how to build a brand strategy that rises above the noise and monotony—transforming brands from indistinguishable into indispensable. Over the years, he has successfully led engagements for Fortune 500 companies including ExxonMobil, Deloitte, Boeing, Hyatt Hotels, Best Buy, NBC Universal, Wrigley, Manpower Group, The Home Depot, cars.com, and LexisNexis. Prior to consulting, he spent 10 years in brand management and consumer and customer marketing for Unilever and The Coca-Cola Company. Mitch is also a frequent speaker on key topics related to brand and marketing strategy. In 2021, he delivered a TEDx talk—Define Your Differentiator—at the Cal State-Fullerton TEDx event in Orange County, CA. Over the past 20 years, he has spoken at dozens of high-profile events across five continents. He is a faculty member of the Association of National Advertisers (ANA) Marketing Training & Development Center, where he facilitates workshops for member organizations on key topics related to brand strategy. Mitch also chaired the American Marketing Association’s (AMA) Annual National Marketing Conference for four consecutive years. In addition to his book, Mitch has written articles on brand and marketing strategy for top industry periodicals, including Branding Magazine, Brand Quarterly, BrandWeek, Marketing News, and Marketing Management.
It has been more than a decade since author Simon Sinek declared “Start with Why” in his now-famous 2009 TEDx talk by the same name. His premise: People don’t buy what you do; they buy why you do it. In the years since, purpose branding has soared in popularity. But it is one thing for a company to identify a purpose, and another to define the very essence of its brand by that purpose. True purpose branding is far more than a logo, tagline, or corporate social responsibility (CSR) initiative. It is the process of targeting, positioning and marketing your brand in a way that benefits society.
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