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From Mission to Message Why Brand Strategy Matters

"Brand & Strategy" interviews AspireUp's Roland Jacobs in "From Mission to Message - Why Brand Strategy Matters"

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Roland Jacobs, President & CEO

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Roland Jacobs is President & CEO of AspireUp, a strategic branding consultancy dedicated to helping companies grow. Roland founded the company in 2002 and has overseen its rapid expansion. He is a recognized expert in the areas of marketing strategy and branding and consults with a wide range of clients, from start-up to Fortune 100 companies. His primary focus as a consultant and corporate trainer is to help clients grow by developing strong brands, effective marketing plans, and successful new products and services. Among his clients are Pepsico, Honeywell, MerckSerono, Wells Fargo Bank, DeVry, AAA Motor Club, Nielsen, American Dental Association, Wheaton College, and Willow Creek Community Church.

In addition to his work as a consultant, Roland teaches marketing strategy as a guest lecturer in the MBA programs at Northwestern University's Kellogg Graduate School of Management and the University of Chicago Booth Graduate School of Business.

Roland served as the top marketing officer at three different companies that grew rapidly under his leadership. He was the chief marketing officer responsible for the launch of Orbitz, the online travel company founded by the major airlines. At Orbitz, Roland oversaw a team of 500 people to deliver what was labeled "the most successful e-commerce launch in the web’s history.” Roland also served as SVP Marketing & Business Development for DigitalWork and VP Marketing for Petopia.com. Roland began his career in financial services as an Assistant Vice President in corporate banking with Bank of Boston (now Bank of America).

Roland developed a strong foundation of marketing skills in the packaged goods industry. He spent 10 years with The Clorox Company focused on building brands, introducing new products and expanding into new countries. During his tenure, he rose to Global Category Director with marketing responsibility for Clorox products across 33 countries.

Roland received an MBA from Harvard Business School and a BA, magna cum laude, from St. Lawrence University.