James R. Gregory is founder and CEO of Corporate Branding, LLC, a global brand strategy and communications firm based in Stamford, Connecticut. Jim, who has over 25 years of experience in advertising and branding, is recognized as a leading expert on brand management and credited with developing innovative and objective tools for measuring the power of brands and their impact on a corporation's financial performance. Jim's pioneering work in quantifying the financial benefits of branding has greatly increased brand management's credibility and acceptance among business leaders. Among the tools Jim has developed is the Corporate Branding Index® (CBI), a vehicle that has tracked the reputation and financial performance of hundreds of publicly traded companies in 34 industries since 1990. Corporate Branding uses the CBI to help clients understand how their brand compares with industry peers and determine how communications can impact corporate reputation and financial performance.
In his role as CEO of Corporate Branding, Jim helps clients understand the return-on-investment their branding efforts should deliver and guides them through Corporate Branding's four-step approach to branding: intelligence, strategy, communications and management. Jim's branding expertise has been recognized by well-respected third parties. He has served as advertising advisor to The Wall Street Journal and BusinessWeek and has been a frequent speaker and writer on the financial benefits of brand management. His books Marketing Corporate Image (2nd edition) and Leveraging the Corporate Brand provide practical applications for measuring and valuing the impact of a brand on a company's bottom-line. His most recent book, Branding Across Borders, is the third volume in the trilogy on building the corporate brand. Jim is also developing a series of research studies for BusinessWeek quantifying the impact of corporate advertising. The findings are being published in a series of brochures entitled "The Impact of Advertising" (copies may be obtained free of charge on Corporate Branding's web site).
Marketing Corporate Image: The Company As Your Number One Product 2nd Ed.