1. Sunday Business
Online: www.dailybulletin.com & THE WALL STREET JOURNAL SUNDAY July 23, 2006
Branding companies with a game plan
W
hen it comes to helped more than 60 differ- Relations Society of America.
Inland Valley
marketing stars,
SixQuestions ent companies become more
successful. From education to
She is a member of the National
Association of Women Busi-
LOCAL BUSINESS LEADERS
Gail Guge is on a very short SPEAK OUT health care and technology to ness Owners and serves on the
list. As brand strategist and tourism, her experience runs the Boards of the Southern Califor-
where brand essence comes
managing partner for Wilkin gamut of industries and includes nia Public Affairs Association
alive. With more than 25 years
Guge Marketing, she is the the following brands: Alcoa, and the University of La Verne
of experience in both agency
commanding force building American Water Works, Chiqui- College of Business.
and corporate environments,
brand strategy for ta, Cincinnati Financial, Curad Guge sat down for Six Ques-
Guge has established a record of
every client. and Curity, Deloitte & Touche, tions this week with Daily Bul-
success in branding and strate-
Her talent for Hardees, Hawaiian Airlines, letin business editor Michael
gic planning.
marrying re- Heinz, Hospital Corporation of Rappaport.
Over the years, she has de-
search and America, Procter & Gamble,
veloped a proprietary 10-step
strategy drives Prudential and Wendy’s Foods Q. What’s the key behind the
branding process called Bran-
right to the International. phenomenal growth your agency
dus Operandi™ to help compa-
heart of the Guge has earned a B.A. in has been undergoing?
nies reach aggressive growth
strategic communications with a con- A. We couple great brand
goals.
platform, centration in marketing from strategy with brilliant creative
In her career, Guge has
Georgetown and American Uni- execution. It is very unusual for
Gail Guge has helped companies such as versities in Washington, D.C.
Procter & Gamble and Alcoa strategize their See SIX / page E2
She is accredited by the Public
marketing approaches.
Six Q. What are some of the
we’re in Claremont, we can eas-
ily service clients and attract tal-
we are excited about relocating
to Ontario, the economic engine
I have never seen opportunity
like this before. I get frustrated
continued from page E1 more challenging clients you ent from Orange, Los Angeles, and business hub of the Inland because I can’t get to the op-
an agency to have equal strength have represented? Riverside and San Bernardino Empire region. Another plus is portunities quick enough. I
in both strategy and creative. A. All of our clients come to counties. the proximity to Ontario Inter- know Andrew Wilkin would
Most agencies are built upon us because they have significant But we face a significant national Airport and the Ontario say that his biggest surprise has
one perspective or the other. business challenges—they want challenge: The Inland Empire is Convention Center. With County been taking on the big agencies
When Andrew Wilkin and I to grow and grow aggressively. still fragmented into parochial of San Bernardino and Ontario’s in LA and Orange County and
met five years ago, we knew we If it were easy they wouldn’t pockets. There aren’t enough fo- aggressive economic develop- winning but I knew we could do
could put something together need us. Public sector clients rums where the executive class ment efforts, we believe our it. These are the smartest people
that was special and hadn’t tend to be challenging because can get together and address relocation to Ontario will also I’ve worked with in 25 years of
been seen before in this market. they are, by nature, more bu- regional and business challenges benefit our future growth. doing this.
We also agreed that our clients reaucratic and prone to decision in a meaningful way. Everyone We’re very excited about the
deserve the very best talent we making by committee. These is still pretty much going it space design. We’ve been work- Q. Where does Wilkin-Guge
can find in all the key areas of are risk aversive traits which alone out here. ing with a space planner and Marketing go from here?
marketing – the Web, creative are rarely conducive for great Of course, we hope to change architect to develop a “green” A. Our goal is to continue
design, public relations, media creative strategy development. that. We’re working with key environment that’s conducive to stalk the best talent in the
strategy, research, direct market- Our best work is done for media partners to develop a new to a creative work flow and marketing field. We don’t make
ing and CRM. clients who are willing to be program for C-level executives think tank. We’ll use plenty of widgets – all we have to sell is
That’s why I’ve hunted courageous, evolve their brand to tap into that collective energy natural and full spectrum light- our talent and brains. We will
down—some would say I’ve and relentlessly pursue growing and talent. ing and non-toxic and recycled continue to add our industry’s
stalked—amazing talent from all their business. Our dream clients materials wherever possible. best to our team because our
over Southern California. These inspire and partner with us in Q. It seems like you just Our employee-led Treehugger clients deserve it. In fact, I’m
are really smart people. I get developing great brand strategy moved into your current location Committee, which develops stalking another great writer
excited about coming to work & embracing brilliant creative and now you’re moving again. our “reduce, reuse and recycle” down in Orange County right
every day to learn something execution. They’re strong, they What are some of the advan- agency policies, is eagerly plan- now. And if we continue to give
new. have momentum and they’re tages to your new location? ning our logistics. We want our our clients the best, Wilkin Guge
Now we resemble a think taking calculated risks. A. Space. Space. Space. We new space to help us attract the will always get taken care of in
tank that has collided with an moved into our current location best employees and clients. the process.
artist colony and we’ve rubbed Q. What sort of a “sell” is the three years ago and have already
off on each other to create this Inland Empire? outgrown it. We look forward Q. What’s the biggest “sur-
uniquely synergistic pool of A. The Inland Empire is to beginning 2007 in our new prise” about the way things have
marketing talent. Our team has evolving into a diverse, affluent location off of Haven Avenue in worked out?
tremendous regard for each and sophisticated region and is Ontario. As the largest market- A. I have worked in five dif-
other and for our clients. getting easier to sell. Because ting firm in the Inland Empire, ferent advertising markets and