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DavidKorobkin
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Send message"They always say time changes things, but you actually have to change them yourself." - Andy Warhol
- Gender: Male
- Downtown Los Angeles, California
- United States
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- My interests:
- my insatiable curiosity about why people and corporations chose to present themselves as they do. is it really a conscience choice or do they simply not comprehend the subconscious take away from their brand?
- About me:
- My name is David and I am Branding & Marketing addict. My thirst for knowledge and my insatiable curiosity consume me.
As founder and principal, I managed K+A Visionary Branding for 26 years. Our achievements include a breakthrough example of my strategic and unprecedented Brand Strategy & Creative Brief; I led my creative team to design the LEXUS logo.
I am now consulting—sharing the invaluable one-on-one mentoring from the EVP Marketing, Toyota Motor Sales USA and the President of the Disneyland Resort, over a two-decade span—as well as processes I’ve developed to stimulate curiosity and to ignite profitability.
As a Branding and Marketing Communications Strategist, I consistently challenge myself to exceed my client’s goals and expectations for national and global initiatives.
- Music:
- Classic Rock
- Movies:
- Brazil, Apocalypse Now Redux, Casino, Sugartime, The Big Lebowski
- Television:
- The Military Channel; great insights of developing strategies
- Books:
- All books about Watergate
- Heroes:
- Jack Lindquist, the first President of the Disneyland Resort
- Job:
- Branding & Marketing Strategist
- Previous jobs:
- Founder, Principal, K+A Visionary Branding
- Education:
- CalArts
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My activity
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- February 10
a message was added to the bulletin on A new logo is not a new brand by DavidKorobkin
(on 16-Feb-2010) 
a blog post 'If a brand is a logo, all Toyota needs to recover is a new logo...' was added to A new logo is not a new brand - Blog by DavidKorobkin
(on 16-Feb-2010) - January 10
DavidKorobkin changed their profile photo
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DavidKorobkin posted a comment on Ten 2010 Predictions for Brand
(on 19-Jan-2010) - December 09
DavidKorobkin became friends with du3o
(on 16-Dec-2009) - DavidKorobkin became friends with Inactive user
(on 16-Dec-2009)
- August 09
- DavidKorobkin became friends with julio.ferro
(on 03-Aug-2009)
- 2 new messages were added to the bulletin on DavidKorobkin's Profile by DavidKorobkin
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- June 09
- DavidKorobkin posted a comment on End of Analog, End of Advertising
(on 14-Jun-2009)
- April 09
- DavidKorobkin posted 4 comments on Peter Arnell Defends Failed Tropicana Rebrand
(on 22-Apr-2009)
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My All-New Website is Live. Please visit http://www.DavidKorobkin.com and visit my blogs as well.
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David, thanks for wanting to participate in Brand 3.0 / Brand Integrity!
AIG – A mean-spirited firm or simply stupid?
We are all aware (at least in the States) that AIG acquired 21st Century Insurance. I would love to see the Marketing Plan that called for eliminating the name 21st Century, along with its goodwill and substantial brand equity. Upon renewal, I was harshly informed that I was now insured by AIG, with instructions to continue to address my check to 21st Century. That is a branding issue for another day.
When AIG's brand became seriously tarnished by spending hundreds of thousands of "bail-out" dollars on extravagant parties, suddenly AIG Insurance became 21st Century again. It was announced via a confusing letter and a hastily thrown together new logo.
As a branding consultant, I am both fascinated and horrified by AIG’s behavior. My credentials include the Creative Strategy, Creative Brief and the design of the LEXUS logo.
A brand is so much more than a logo or a name. It is the essence of the organization, its values and its carefully-crafted brand voice. I have saved correspondence from AIG/21st Century which is so mean spirited that it caused me to change insurance carriers, after 18 years as a loyal customer.
It is my impression that while AIG reverted to 21st Century—a High School freshman could have made that call—a significant element of the AIG brand that survived is its vicious customer-facing brand voice.
Are any of you privy to the Marketing Strategy that drove this fiasco, or wish to share positive/negative encounters with AIG? Is it just my reaction, or are they a mean-spirited company who cannot even fake a consumer-friendly brand voice, at the time they need it most?
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