Chad J. Kawalec

Chad J. Kawalec

Chief Executive Officer at Brand Identity Center
Greater Los Angeles Area, United States

About me

Featured in TheWrap, CBS News, Daily Beast, LA Daily News and Business Insider

I have the experience and tools to help brands of all sizes easily find their true center, so they can create and manage more authentic, intuitive and relevant content (and, it's all content).

Throughout my career, I've been fortunate to help a diverse group of brands find their center, to help expand current offerings and identify, position and launch new products:

Campbell's (V8 Soup, V8 Fusion, V8 Splash, and a Pace Salsa sub-line), Procter & Gamble (Febreze, Crisco cooking sprays and seasoned oils, Olean); Mattel (new items for: Hot Wheels, Tyco, Barbie, etc); Dole (frozen products); Hitachi (TVs, baby monitors, wireless speaker systems); Burger King (new fries and specialty sandwiches) and Playboy (sexual wellness supplements). I also led the effort to reposition Pedigree Dog food for Mars ("Dog's Rule" effort), including a new product assortment.

Currently, I help Hitachi, Monster Cable, Playboy, Dole and Segway identify, position and socialize new and existing products.

Previously, I served as Senior Vice President, Director of Client Services and Brand Stewardship for Y&R New York, where I led a department of over 100 people,

I served as SVP, Global Account Management Director at TBWA\Chiat\Day, overseeing the creation of Pedigree Dog Food's "Dogs Rule" campaign (with Lee Clow). Prior to that, I worked in Y&R's west coast office leading the Mattel Toys and Sony Electronics accounts.

I love marketing and communications.

Specialties: Social Media, Social Media Strategy, Celebrity Social Media, Social Media Coaching, Community Strategy and Training, Facebook, Google AdWords, Amazon, Brand Socialization, You Tube, Pinterest, Klout, Stumble Upon, Shazam, Branding, Cross Platform Campaigns, Optimizing Client-Agency Relationships, Building Passionate Cultures, Injecting Creativity in New Product Development, Brand Character Development, Direct Response Efforts


Chief Executive Officer
Brand Identity Center
March 2010 - Present (8 years 9 months)
Brand.ology: The Art & Science of Brands. We assess, diagnose, build & strengthen brands of all sizes and from all walks of life.

The Brand Identity Center provides affordable strategic and creative consultation to brands of all sizes like Dole, Sunkist, V8, Hitachi, Playboy and Segway. We focus specifically on creating a detailed Brand Book, including an intuitive brand identity and architecture for effective translation to creative and social campaigns and content. We work within most any size budget and believe the potency of the content message is paramount. When done right, messaging should create its own momentum by positively predisposing the target to the brand via social engagement, feedback and comments.

Our model is simple. We work with a virtual pool of highly talented and vetted strategists, creatives (including artists) and producers, allowing us to tap into the perfect experience for most client’s needs without the expense of too much overhead.

As founder and lead consultant, Chad represents the Brand Identity Center and contributes to media stories pertaining to branding, marketing, advertising and celebrity. Here are some samples of recent contributions in TheWrap, CBS News, Daily Beast, Business Insider and LA Daily News:
SVP Director of Client Services | Head of Branded Content
New York, United States
January 2007 - February 2010 (3 years 1 month)
Oversaw the initiation and development of Y&R's Branded Content Division. Led the agency's team of over 100 account managers and strategists.

Repositioned Dell's Global Brand.

Stabilized and grew V8, Pace Salsa and Prego Pasta Sauce for Campbell's Soup.

Helped Rubbermaid shore up its brand and introduce new products.
SVP Account Management Director
Los Angeles, United States
2004 - 2005 (1 year)
Pedigree Dog Food | stabilized and revived the brand ("Dog's Rule" campaign)
SVP Global Client Leader
Young & Rubicam Los Angeles
May 2002 - May 2004 (2 years)
Created over a 150 pieces of content and new products, per year, for Mattel Toys' brands; including, Hot Wheels, Matchbox, Barbie and Mattel Games

Helped stabilize and expand Sony Electronics' VAIO brand
General Manager
Dweck! Communications
November 2000 - July 2001 (8 months)
Les the agency team to develop content for:
UPN TV Network (Buffy, The Vampire Slayer)
Head Blade Razors
Partnership for a Drug-Free America
SVP Global Account Director
New York, United States
1998 - November 2000 (2 years 10 months)
U.S. Postal Service [Built and managed a Multi-Cultural, cross-agency team]
U.S. Census [Including Multi-Cultural efforts]
ABB [International]
SVP Management Supervisor
Ammirati Puris Lintas
1997 - 1998 (1 year)
Burger King (Led global team and efforts)
Unilever [Lipton's Wish-Bone Salad Dressing)
Labatt Breweries [Rolling Rock Beer; Dos Equis Beer]
SVP Management Supervisor
Grey New York
January 1993 - February 1997 (4 years 1 month)
Procter & Gamble [Food Sector: Crisco, Jif, new product development]
Borden Foods [Dairy, Cracker Jacks, Elmer's Glue]
Account Supervisor
Lowe & Partners
January 1992 - January 1993 (1 year)
Citibank Mastercard & Visa
Account Executive | Media Planner
February 1988 - January 1992 (3 years 11 months)
Kiwi Consumer Products


BA Economics & Marketing

1981 - 1985 (4 years)
Activities and Societies: Photography | Sig Ep Fraternity

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