The BIG Kahuna

I often ask myself that!

I’m a shit stirrer to some…

…and a rebellious idiot to others. I have a deep strong passion for helping my clients. I take great pride in developing long term business and personal friendships.

I grew up in Massachusetts in a huge, tough city, Brockton. Home of Rocky Marciano, Marvelous Marvin Hagler and some other famous dude that I’m obviously forgetting.

I graduated Brockton High School (you know you’re in a tough city when the first thing they mention about Brockton High is that it’s “safe”) in 1984 with a senior class of over 1500 pimple faced troublemakers. That’s a lot of 17 year olds.

I attended the University of Massachusetts (UMASS)

Where I majored in beer consumption and snooze button control (I excelled at this). During my non hangover days I minored in marketing. That’s where I fell in love with my future profession. I was drawn in to how some products could sell for a far greater price than similar products. Back then they really didn’t call it branding. They had another name for it “integrated marketing”.

When I graduated from UMASS in 1989ish I hit the road and took a job with one of the World’s largest printers, Wallace Computer Services (now owned by RR Donnelly). There I honed my sales skills and ability to work with senior executives. This was not my dream job but I was a young whipper snapper and had to pay my dues.

I then bounced around a few small ad agencies for a few years and learned the “business”.

All the while I knew that working for someone else was not my calling in life. I made the move out on my own in the early 90′s and have never looked back.

I started the business as a graphic design firm; elevated it to a marketing communications company in the mid 90′s and then made the full transformation to branding about 1997.

Copyright: gapingvoid.com

Branding and specifically brand identity are the most important weapons a company can employ. So I’ve positioned Brand Identity Guru as the leading brand identity company. We often hear that brand image is everything. Wrong! Brand image is a reflection of your brand identity. Therefore everything starts at the brand identity.

We have 2 parrots, Rodney and Dice (named after some pretty funny comedians). They are a handful and keep us amused on a daily basis.

Rodney (right) is an African Grey and has a vocabulary of hundreds of sentences. From September through January you’ll often hear him screaming at the TV “run, run, run, touchdown!” Then comes the Whohooo.

Dice (middle) is a smaller bird called a White Bellied Caique. Caiques are the most rambunctious parrot in existence. He loves to run, play, wrestle and fight with Nicci and I. He tries to beat up Rodney but doesn’t realize he’s just a little guy. He says things like “what’s your name” and “how you doin”. He’s the coolest bird alive.

If you’ve read this far God bless you. Now you know all about the man behind the curtain.

Scott White