About Alina

Her business is managing perception, her service is strategic imagination, and her passion is branding. She uses an engaging process to achieve brand clarity, revitalize brands, and re-energize collaborators. Alina does for branding what Julia Child did for cooking. She has just launched her fifth edition.

She demystifies branding, deconstructs the process, and spotlights global best practices. Her book is used by corporations and their brand and design consultancies to educate their staff. Alina has worked with leadership teams in the public and private sector to accelerate brand clarity and awareness, using the proven process outlined in her book. When she is not in her book lab or on the road, she lives with her husband in the high peaks of the Adirondacks.


As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. Brands have become the global currency of success.

Session Description

When was the last time you were in a meeting, and someone said, “That’s not who we are …” Alina developed the one page brand brief for the leadership team. She wanted to make it easier to build and facilitate agreement about core brand fundamentals using a disciplined framework and process. The final brief ensures that brand strategy and development start from a position of clarity and strength. Furthermore, this brief can be used throughout the company to get everyone on the same page—from the sales force, to IT, and HR.


  • Understand the key differences and functions of a brand brief and a creative brief
  • Gain insight into how the brand brief is used to build trust and achieve agreement with your leadership team
  • Understand how to jumpstart brand development and strategy through the use of this tool


Designing Brand Identity

The number one global resource for brand builders.

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Branding Atlas: Branding Intelligence Made Visible

User-friendly approach to aggregate and simplify the science behind branding.

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