Responsibilities:
Marketing and Project Management

Education:
Harvard MBA
Washington & Jefferson College BA
Mercersburg Academy

Qualifications:
Chip launched his career on Madison Avenue with Ogilvy & Mather, then Foote Cone & Belding and Wells Rich & Green in Account management. He helped brands for over 30 major clients including General Foods, Proctor & Gamble, Citicorp, Lipton, Campbell Soup Company, MCI, Data General and Schering-Plough.

He founded his own advertising company, “The Idea Group” in New York, which handled such accounts as Universal Health Systems – 30 hospitals and 35 psyche hospitals across the US. Here he served as the Executive Creative Director and CEO. Chip then broadened his communications management experience in consulting coordinating advertising, public relations, website development, call center management and research for statewide multi-million dollar contracts educating people about electric deregulation.

His branding work culminated in authoring a book “THE BRANDING IDEA – a brand new way to run your company.” Chip founded a company of the same name to help CEO’s use branding to run their companies. He helped a broad range of clients from hospitals to banking, hardware stores, non-profit organizations… even churches.

Chip heads up branding development and management at King Casey, helping companies develop their brands based on what their customers want most in the products and services they offer. Sometimes it’s developing a brand from scratch and sometimes it about evolving a current brand by sharpening its positioning. Chip uses a 4-step process to develop breakthrough branding ideas:

1. As an experienced focus group moderator, Chip uses qualitative research to learn from customers and then quantify these findings through projectable research that results in strategic direction to position brands above their competition.
2. From his experience as a creative director, he leads creative teams to develop “branding ideas” expressed in a name, graphic and tagline.
3. Chip uses research with customers to determine which idea best communicates the strategy, is most memorable and most compelling and memorable.
4. And finally, he helps clients develop a “Brand Plan” as a management tool for CEO’s to coordinate everything the companies do to reinforce that branding idea.

This proven 4-step process gives brands the edge in an increasingly competitive marketplace during these tougher economic times.