Thirty years ago, Larry Lubin co-founded Lubin Lawrence with the mission to help companies invent or re-invent their brands. Larry started his career at Grey Advertising working on the Procter & Gamble account. At the time he joined Grey, the agency had completed a multi-year, multi-brand study that proved that changes in attitudes predict changes in behavior. His P&G team applied the learning to develop a brand strategy to re-invent Jif Peanut Butter and invent Downy Fabric Softener. The strategies changed consumers' attitudes, positively impacting their esteem: Jif moms for making good decisions for their kids well being (Choosy Moms Choose Jif) and kids appreciating Downy moms for all they do for them. Both brands became dominant market leaders and are enjoying decades of growth. Larry developed the Model that explains why a few brands like Jif and Downy enjoy exceptional, long-term success. In essence, these brands are linked to the fundamental human values of the consumers they serve. The brands become more valuable because they honor the values consumers live by. With the Model in place, Larry went on a three-year journey to create the method to apply the model for corporate clients. The journey involved: 1. Understanding the structure of the creative process. 2. Developing visual research techniques to uncover tacit knowledge. 3. Researching academic literature to explain the model's success (Descartes Error by Damasio, Homo Prospectus by Seligman, The Hero Within by Pearson, Hero of a Thousand Faces by Campbell) Larry's process has been applied for global clients who seek to gain a unique competitive advantage for their brands to include Disney, Procter & Gamble, PepsiCo, Heineken, and Colgate Palmolive. The Lubin Lawrence track record is based on branding building success with these and other clients. Larry's role at Lubin Lawrence is to lead client engagements, help client teams and senior management engage with the process and commit to the brand solution. Recently Larry taught his method to MBA's at NYU's School for Professional Studies. The course opened his mind to the idea of helping marketing executives learn to apply the process on their own...in effect, to "productize" the process. Larry and his wife Sue have three sons, seven grandsons and one granddaughter, Clementine. He and his wife enjoy spending time in any town named Chatham, presently Chatham, NJ and Chatham, MA. Larry graduated with honors from Harvard College. For more info, visit here: https://www.lubinlawrence.com
