Douglas Rand created Brandside Corporation, an image and identity brand consultancy in San Mateo, California in Aug 1999, focusing on companies extending their brands to the Web and technology companies deploying Web brands. Prior to Brandside, he was managing director of Addison Whitney's west coast operations, located in Palo Alto. Rand helped found Addision Whitney in 1991, following various positions in broadcasting and advertising, where he won several awards for news coverage and community involvement while a news director at WEGO/WPEG radio in Concord, NC. Rand frequently speaks before various groups on branding topics, including research applications, brand effectiveness, extendibility, and obsolescence. His wide array of image and identity clients include General Motors, 3M, Microsoft, General Electric, Hunt-Wesson, Nestle, Johnson & Johnson, Hughes Electronics, Hoffman-La Roche, and Epicor, among others. He is responsible for leading projects that resulted in the naming and positioning of a leading HIV therapy, major computer products and automobiles, helping startup firms gain traction with enduring brands, repositioning multi-billion dollar companies or divisions of companies, eliminating multi-brands within a company's portfolio, and scores of others.
