Marketing to Engineers® 2014 – Industrial Branding: The Lost Art in the Industrial Marketplace

Session 4: Industrial Branding: The Lost Art in the Industrial Marketplace

Speaker: Rich Thompson, Miller Electric

Key Takeaways:

  • The importance of leading with a true brand strategy vs. feature/benefit product strategy
  • How brands are either built or destroyed by a company’s actions or inaction
  • Why people buy brands and understanding how the attachment to a brand works

About the Speaker and Company

Rich Thompson currently serves as Vice President of Marketing, ITW Welding North America, where he has strategic responsibility for key brands such as Miller(R) and Hobart(R) in the company’s welding portfolio. Thompson has over 25 years of progressive strategic marketing, brand building, product commercialization and general business management experience on both the B2B and B2C spaces. Before his current role at ITW, he led strategic brand marketing for the Teflon(R) brand for DuPont, as well in several senior level marketing positions for Newell Rubbermaid at one of their largest divisions.

His work in marketing and branding has been recognized by Advertising Age magazine, being named to their prestigious “Marketing 100” list, the American Marketing Association with their Gold EDISON Award, and by Response magazine for his breakthrough work in changing traditional branding through direct response marketing. A patented inventor, he has commercialized numerous successful new products in-market and is known for bringing to his employers a common sense and fact-based approach to branding and overall business strategies.