Finch Brands Helps Clients Diverse as WWE, Fathead and Lord & Taylor | Adweek Finch Brands Helps Clients Diverse as WWE, Fathead and Lord & Taylor | Adweek
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This Branding Agency Helps Clients Diverse as WWE, Fathead and Lord & Taylor

The secret to Finch Brands' success

Photo: Christopher Gabello

Specs
Who (Clockwise, from top) Bill Gullan, president; John Ferreira, vp of brand strategy; Daniel Erlbaum, CEO; Jordan Goldenberg, creative director
What Brand design and strategy firm
Where Philadelphia office

In 2011, Fathead approached branding firm Finch Brands with a dilemma. The company was well-known for its oversized vinyl decals of NFL stars, but its other offerings weren’t being properly leveraged. “Right at their feet was a really strong array of licenses in juvenile and entertainment categories like Disney princesses,” recalled Finch president Bill Gullan. By spreading the focus across all of Fathead’s products, especially its kid-friendly licenses, Finch pulled off a successful repositioning. Finch has spent the past 15 years working the same magic for a roster of big-name clients including WWE, Lord & Taylor and AstraZeneca. Gullan attributes that success to the brand-executive backgrounds of the firm’s founders: “Today we call ourselves a ‘real-world branding agency’ to reflect not only that founding story but our commitment to having folks who are businesspeople first.”

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