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David has a passion for building brands. His 18-year marketing background includes senior leadership positions at Palm, Inc., Levi Strauss & Co., and The Quaker Oats Company. In those roles, David has had the real-world, hands-on experience of managing the businesses that he has named: Levi Strauss Signature®, Levi's® L2, the Palm® m100, m500, and i700 series, and the Palm Powered licensing program. David received a B.A. from the University of California at Berkeley and an MBA from The University of Michigan.
Mnemonic is made up of an experienced team of brand management, creative, market research, and trademark law professionals from a variety of backgrounds including Procter & Gamble, Leo Burnett Advertising, DDB Needham Advertising, Banana Republic, America Online, and Landor. Each team member has a minimum of a decade of brand naming experience.
Unlike those at other corporate identity or naming firms, Mnemonic staff members have had line management responsibility for some of the biggest brands in the world. Leveraging that background, we approach naming using a strategic positioning framework called the Brand Soul Map™ honed via the market realities of managing brands for Levi's, Procter & Gamble, and Leo Burnett Advertising. Consequently, Mnemonic names are not only creative but always on-strategy.
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