IRVINE, Calif. (September. 16, 2014) – BrandingBusiness, a leading B2B brand strategy and development consultancy founded in 1994, today named Andrea Fabbri to the newly created position of Director of Strategy. In that role Fabbri will lead the New York City office of BrandingBusiness, where he will head new business efforts and help develop brand strategy and integrated brand experiences for the company’s clients.
In tapping Fabbri, a passionate and respected brand strategist with global expertise, BrandingBusiness is turbocharging its strategic capabilities in digital and traditional branding. Fabbri brings years of experience working with brands across channels—digital, mobile, traditional—and is eager to build upon BrandingBusiness’ existing capabilities.
“We are very pleased to welcome Andrea as we build out our capabilities and global reach,” said Ray Baird, BrandingBusiness Founding Partner. “As BrandingBusiness grows, we put a premium on tapping the best and brightest in our industry for our clients. Andrea, a creative strategist with a great mind, is that.”
A native of Rome, Fabbri says he builds brands like an engineer, integrating technology, strategy, and design to create human-centered brand experience that win customers and employees.
“Brand management is at a crucial tipping point,” Fabbri said. “New technologies and changing demographics are rapidly transforming the way customers experience brands. BrandingBusiness has the vision, the people, and the expertise to bridge those gaps and help B2B clients innovate.”
Fabbri joins BrandingBusiness from Unison, a brand strategy agency in Washington, D.C., where he was Executive Director, Strategy. He has more than two decades of experience in building brands in energy, clean tech, software, financial, education, and telecommunications. Previously, he worked at Intelsat, the world’s largest satellite communications provider, where he oversaw a brand transformation that helped turn the company into a dynamic, global brand.
Fabbri is part of a transformation at BrandingBusiness as well. Earlier this year the company, previously known as RiechesBaird, became BrandingBusiness. In addition to Baird, its founding partners include Ryan Rieches, Michael Dula and Alan Brew, to whom Fabbri will report. This year the team also unveiled a content-rich website, www.brandingbusiness.com, which is an industry resource on B2B branding.
BrandingBusiness is a brand strategy and development consultancy that helps B2B companies establish, assess, position and create transformational brands. The company, formerly known as RiechesBaird, views brands as strategic assets that are best leveraged by integrating brand strategy with business strategy. It offers a rigorous approach to brand building, engagement and design with programs customized for unique challenges and opportunities B2B companies face. Its founding partners are sought-after brand strategists who, over the past 20 years, have worked with American Airlines, Cisco, Constellation Energy, Elsevier, Huawei, ITT, Pacific Life, Sharp, Sage Software, and Toyota Material Handling USA, among other companies. BrandingBusiness has offices in Irvine, Calif., and New York City.