ROBIN HAUETER
Director of Brand Strategy
Robin has over 25 years experience in brand creation, advertising and public relations. He specializes in developing strategies and tools that help companies communicate focused brand images. He has led programs helping both global companies and small institutions with positioning, identity models, naming, and tools for managing the tone and manner of their brands. His work includes a worldwide promotional literature system for IBM, verbal and visual identification systems for AT&T, and a product naming system for BellSouth. He led the strategy development for the creation of Amtrak’s high-speed rail brand, Acela, as well as programs for Aèromexico, CNA Insurance, World Kitchen, Cardinal Health, McGraw-Hill and many other clients. Robin has written about branding in the financial services industry for American Banker, discussed brand naming on NPR’s All Things Considered and appeared as a conference speaker for the Corporate Design Foundation. He has previously worked with the corporate identity firms Lippincott Mercer and FutureBrand, and with the Industrial design firm IDEO.