A maniacal dedication to authentic purpose is what separates the strong from the weak in the competitive brand landscape.
Craig Wilson, is cofounder of Blux, a full services branding and strategy consultancy, and Twiss Creative Consulting. He’s worked directly with executives focusing on loyalty with brands such as Kiehl’s, Seventh Generation, Patagonia, Prana Living, Burton Snowboards, and Cervelo Bicycles, among others. Craig is a passionate observer of human behavior and, over the past decade, has studied the shared environments that create passionate, loyal customers. While with Patagonia, Craig developed their direct business strategy based on a seminal consumer behavior study, forming the first multi-channel marketing organization. Craig is the author and originator of an interpersonal skills-based seminar called “Playing With Fire,” as well as the “Buyer Life Cycle,” an evolved state of direct marketing segmentation. He has lectured on the topic of loyalty and advocacy as the basic tenet of branding strategy at the University of Southern California, the University of California, and Pepperdine University.