This Branding Agency Helps Clients Diverse as WWE, Fathead and Lord & Taylor

The secret to Finch Brands' success


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.”