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David Wisnom III

Episode 45: Be Relevant First, with David Wisnom III

David Wisnom III is the founder & Chief Strategist of SightCast Inc., a brand strategy and marketing consultancy. David’s background in developing brand strategies covers the spectrum of brands such as UCSF, Huntington Hospital, Stanford Hospital & Clinics, Varian Medical Systems, Mechanics Bank, Wells Fargo Advisors, McDonald’s, and Coca-Cola. David’s accomplishments include co-authoring the book Before the Brand: Creating the Unique DNA of an Enduring Brand Identity, (published by McGraw-Hill) and most recently authoring “Rebranding the Corporate Enterprise: a Step-by-Step Guide.”

Prior to founding SightCast Inc., David was Managing Director of the FutureBrand, a global strategic branding firm. David was also Executive Director of Landor Associates, the leading strategic branding firm in San Francisco and opened their Chicago office.

David’s current philanthropic work includes second term as past Board Chair of Community Gatepath, a 95+ year old nonprofit that provides essential services to children and adults with disabilities. Past roles include President of the Burlingame Soccer Club; Co-founder and Executive Chairman of the SMC Star Soccer Club; President of the Peninsula Civic Light Opera.

David attended the Cate School and Willamette University. He spends his rare free time with his wife, two kids, and lab Macallan fly fishing, cycling, and cooking.


“If you’re not relevant to your target audience, it doesn’t matter how different you are.” – David Wisnom III


What you’ll learn about in this episode:

  • The biggest mistake people make in branding
  • Why you need to get really clear on your audience
  • Why a new logo is not going to fix your problems
  • The four dimensions of a brand
  • How to do the research needed to understand your audience
  • Why you need to involve nonprofit boards in rebranding efforts
  • What “point zero” looks like in a rebranding effort
  • Why a rebrand has to provide clarity for customers first and then your team
  • Why you should use resources differently depending on the situation

Ways to contact David:



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