In The News

Best known for her global expertise when it comes to coaxing out the real power in brands to spike the bottom line, Van’s highly-individualistic perspective is based on how our brains are wired for emotion: She’s on a mission to bring more meaning and purpose back to business and brands.

Recent Interviews

Win the Room, EP 6 – Brand Anthropology With Mary van de Wiel

Win the Room, EP 6 – Brand Anthropology With Mary van de Wiel

Host Kelly Hadous of Win the Room dives deep into organic branding with Mary van de Wiel.
FYI Kelly develops Smart Swag, coaches people to develop authentic communication in public speaking, pitching and leadership development.

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A 'failed brand' is like a Dead Brand Walking!

A ‘failed brand’ is like a Dead Brand Walking!

4Ps Business & Marketing Magazine, India (Planman Media Group)
ON FAILING BRANDS: Dead and dying brands have an advantage. They come with an imaginable level of appeal. Most of these brands are better alive and walking. A recall on what went wrong for some of these now-zombies and how the revival act can happen

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How to Check the Pulse of your Brand. (Is it Showing Vital Signs?)

How to Check the Pulse of your Brand. (Is it Showing Vital Signs?)

October 2011
SheBrand SuperStar Call

Every person and every organization has particular brand issues. If they’re serious enough, they’re going to get in the way of your success. If there’s any concern you might have a ‘Dead Brand Walking’ on your hands, it’s time to refocus, rethink and start showing up.

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Branding For Small Business: Does It Really Matter?

Branding For Small Business: Does It Really Matter?

Branding is one of those big words that marketers and multinationals see as core to business. But what if you’re not a giant company with a huge budget? In the world of small business, where every dollar counts and every mistake is felt deeply, immediately and often personally, does branding deserve a place at the strategy table…and a line item in your budget?
For answers, I turned to branding guru, founder of The NY Brand Lab, Mary Van de Wiel, aka “Van.”

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Ready to Zing your Brand?

Ready to Zing your Brand?

Lori Wilk, Creative Energy Accelerator, Global Speaker and Executive Producer of the Successipes Las Vegas Success Talk Show interviews Van about the art of Zinging your brand and how to stand out from the crowd.

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Overcoming the Toxic Co-Worker or Employee

Overcoming the Toxic Co-Worker or Employee

In a series of interviews with small business owners, CEOs and other execs who have experienced “toxic co-worker or employee problems” with their direct reports, here Tom Cox interviews Mary van de Wiel, Founder/CEO of A New Brand Landscape & Co. and Zing Your Brand, and finds out how she ultimately solved one particular problem, how it worked out in the end and, of course, why.

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Acquisition vs. Optimization? Managing Marketing Dollars in a Downturn

Acquisition vs. Optimization? Managing Marketing Dollars in a Downturn

Strategic well-crafted and well-executed marketing campaigns are more crucial today than ever before. But is it smarter to focus on customer acquisition or on current customer relationships? Tightened purse strings have challenged marketers to ask themselves this question. Hear best practices from three experts including Mary van de Wiel, CEO & Creative Brand Analyst, Zing Your Brand.

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David Johnson's CEO Spotlight

David Johnson’s CEO Spotlight

David Johnson, North Texas’ most highly-acclaimed and respected business analyst, talks to Mary van de Wiel, CEO, Brand Guru and Design Visionary of A New Brand Landscape & Co. regarding the move by Hewlett Packard to eliminate the name EDS from their IT subsidiary ending 47 years of brand history.

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As Featured In

Inc.com

Why Your Brand Should Have a Sense of Humor

Don’t Take Your Brand Too Seriously, by Sonya Chudgar

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The Telegraph

Jersey Shore’s Mike ‘The Situation’ Sorrentino to be paid by Abercrombie & Fitch to not wear their clothes

Experts said the move was understandable. Mary van de Wiel, a New York-based ‘brand anthropologist’, said: “Brands these days are like living organisms and need to be nurtured. They have a story and an underbelly that consumers interact with, for instance over social media.”

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When Seeking a Job, Create Your Own Personal Brand

When Seeking a Job, Create Your Own Personal Brand

Anne Messenger, career strategist, senior professional of human resources and president of Messenger Associates (www.amgr.com) offers up expert advice when it comes to all things job-search related. In her third piece for MoneyWise, the Syracuse Post-Standard’s series for job seekers, Messenger includes a sidebar, More Help with Personal Branding, where she writes about three sites that offer advice on reputation management and personal branding: Brand-Yourself.com. Zing Your Brand and Dan Schawbel.

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Building a Brand on a Budget

Building a Brand on a Budget

There are plenty of opportunities to build a strong brand on a small budget.” … broad strokes, says Mary van de Wiel, CEO of branding and communication design consultancy … Get tips and tactics for growing your business online.

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A Business Ripe For The Picking?

A Business Ripe For The Picking?

Mary van de Wiel said what often happens with entrepreneurs is that in the process of growing a company they become distracted and tend to lose their focus or voice. She said a website is often the public’s first destination and your value proposition needs to remain clear and compelling.

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Is t-shirt advertising a sustainable business?

Is t-shirt advertising a sustainable business?

“The whole online direct marketing business model is all about getting to know, like and trust people, and just by looking at him with his big smile and goofy face you immediately feel you can trust him,” said Mary van de Wiel, who called Sadler a “Brand Unusual,” referring to his ability to mold his business around his unique personality, but still offer value to clients.

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Brands can lose their attraction over time.

Brands can lose their attraction over time.

It’s time to freshen your firm’s face. Older firms needing a boost can go the makeover route. A good one goes beyond skin-deep. How to keep turning consumers’ heads: Polish that diamond. Who hasn’t heard of “Chicken Soup for the Soul”? William Rouhana and Robert Jacobs acquired the publishing concern last year with intentions of adding some shine.

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Recent Articles

Does Your Brand Tell a Compelling Story

Does Your Brand Tell a Compelling Story?

Brilliant’s not enough in today’s economy. You need a compelling story so people will remember you. One of the best ways an entrepreneur can get a leg in this competitive climate and distinguish yourself from the rest of the pack is to tell your brand story.

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How to Build A Brand Unusual

How to Build A Brand Unusual

Answer your ‘why’ and point your business in the right direction. Successful brand leaders live out loud. They follow their passions and they’re willing to take risks regardless of what others say. To live out loud means to do whatever it takes to see your dreams realized.

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When is the Last Time You Checked Your Brand's Vital Signs?

When is the Last Time You Checked Your Brand’s Vital Signs?

A former Australian resident and New York-based Creative Brand Analyst, Mary van de Wiel’s article is about how to get a finger on the pulse of your brand, and says there’s only one instance where you don’t have to worry about how to position your brand: It’s precisely when you’re in a category where there is no competition. Simple enough.

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View From the Top: An Interview with Poppy King

View From the Top: An Interview with Poppy King

Creative Brand Analyst, Mary van de Wiel talks with ‘lipstick mogul’ Poppy King who has been crossing the Atlantic for the past 12 months since launching LIPSTICK QUEEN in the USA. In this month’s issue of Advance, Van chats with Poppy about her luscious new brand, and asks some provocative questions about how Poppy has challenged the status quo – right from the start.

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