Joseph is a brand strategist with over thirty years of experience. He is the author of "Fifty-Seven Brand Haikus".
He defines and expresses the brand strategies for financial services, educational institutions, non-profits, healthcare, and retail clients.
Clients choose him when they are preparing for an IPO, acquiring competitors, entering new categories, or building a brand portfolio.
The brands Joseph defines strengthen his clients’ businesses and drive their marketing and messaging strategies.
Joseph also trained as a filmmaker. He was nominated for an Academy Award in 1982.
Benson Brand Strategy now has its own YouTube Channel – 57 Brand Haikus
The YouTube channel is the single source for all Fifty-Seven Brand Haiku Videos. The running time for each video is between 45 and 60 seconds.
Each Brand Haiku Video describes how to build and sustain a brand; how customers think, behave, and choose a brand.
Considered collectively, the videos convey the authority, competitive advantage, and value of owning a strong and favorable brand.