In January 2006, Brad formed The Brand Factor with the goal of infusing research, brand strategy and creative translation into a traditionally unsophisticated licensing sales process.
Brad has over 20 years of marketing, licensing and brand development experience. Brad has experience working with many of America’s most respected brands, including Pepsi-Cola, Anheuser-Busch, NASCAR, DaimlerChrysler, Disney, Star Wars, Major League Baseball, ESPN, X-Games, ABC Sports, Burger King, American Express Publishing, Elizabeth Arden, Hamilton Beach and Proctor-Silex.
Brad has had the benefit of working in almost every aspect of licensing. Brad has served as licensee, licensor, licensing agent and intellectual property valuator. Brad has worked in a variety of licensed brand categories, including corporate, film, television, sports and celebrity. Additionally, Brad has served in senior management positions on both the brand strategy as well as licensing sales side of the equation.
Prior to The Brand Factor, Brad served as Vice President, Brand Development at Brand Sense Partners, a brand extension and business development firm based in Los Angeles. While at Brand Sense, Brad was responsible for the strategic development and management of all new and existing client brand extension programs. Additionally, Brad led Brand Sense’s corporate marketing, creative services, product development and the marketing consulting groups. During his tenor, Brad created comprehensive brand extension programs that accounted for over $1 Billion in retail sales.
Prior to Brand Sense, Brad served as Vice President, Marketing & Licensing at The Roger Richman Agency, a leading entertainment licensing firm based in Los Angeles. Brad was responsible for management of the boutique agency, including licensing representation for its 35 celebrity clients. During Brad’s tenor, the firm doubled licensed merchandise revenue and added several new high profile clients. Brad’s creative vision created a number of non-traditional strategic partnerships, including the pairing of the Steve McQueen persona with Tag Watches for a world-wide marketing campaign, in addition to the development of a partnership between The Wright Brothers estate and The Outer Banks Visitors Bureau for the development of a Wright Brothers themed Rose Parade Float.
Brad has served in management roles at Brand Sense Partners, The Roger Richman Agency, Alcone Marketing Group, Hasbro Inc., The Walt Disney Company, The Upper Deck Company, Anheuser-Busch and PepsiCo.
Brad holds a Bachelor of Science degree in business administration and marketing from San Diego State University. Brad makes his home in San Diego, CA.