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Ray Baird, founder and president, RiechesBaird  

Click here for Ray Baird's bio
or visit riechesbaird.com





Thursday, January 27, 2011
Improve the brand experience
Friday, January 28, 2011
Image and Brand Conference wraps up
Big ideas can disrupt the status quo
We ended the day yesterday by presenting Pegasystems’ "Challenger Brand" case study with the company’s Chief Marketing Officer Grant Johnson. The basic premise is how big ideas can disrupt the status quo: "David vs. Goliath." If you get a chance, check out the website. It's an amazing story of a founder’s vision to break conventional thinking by re-creating the company’s business model. What makes the story even more interesting is the fact that at the tender age of 19 years old, the founder was the No. 1 chess player in the world!

After the presentation, we were approached by several companies that shared similar stories of how smaller firms took on big, mammoth brands and became market leaders.

I am pleased to report that there is much optimism among these Fortune 500 executives over the 2011 business environment and interest in how to brand and re-brand.