PRESIDENT
LOS ANGELES - CA United States
The big idea: In 25 words or less, please tell us how this Fast 50 Nominee is helping to address the planet's problems.
Brand Sense Partners is the first outsourced business development department – providing a best-in-class team and infrastructure to corporations looking to build new businesses based on their existing assets.
Please describe how this nominee is using business as a force of positive change. What technology, idea, or strategy is the nominee using -- and what problem, such as global warming, poverty, or pollution, does it address? (suggested length: 100 words)
BSP was founded in 2001 with the visionary realization that, in the future, the majority of corporate innovation will be generated externally, and that ironically most corporations have a difficult time working with the outside world. To help bridge this gap BSP has built the “ultimate” business development department that combines the strategic and methodical approach of large corporations with the scrappy and entrepreneurial mindset of a start-up. This infrastructure is then made available to major corporations to supplement their in-house business development and innovation infrastructures.
Brand Sense Partners is currently engaged by 30 clients in fields as diverse as automotive, media, housewares and celebrity. BSP’s fundamental approach to building out its clients’ business development initiatives is always the same. Starting with a thorough review of their client’s untapped assets, BSP then conducts a tremendous amount of consumer and market research to identify innovative new business opportunities that would leverage those assets. Unlike a consulting firm and more like the business development department it emulates, BSP then moves to rapidly execute upon the opportunity areas it uncovers.
In its fairly short existence, Brand Sense Partners has proven highly valuable to its growing roster of clients. Both in up and down economic environments, innovation and growth are central drivers for business strategy and, more often than not, Chief Executives find their current infrastructures lacking in these areas. This has meant that BSP has taken a central role in their clients’ new business initiatives and their work has resulted in countless innovative new business extensions and stream of profit.
It was the BSP team, for example, that launched the Dodge automotive brand into the towable recreational vehicle business. BSP saw a huge opportunity for their client to use their brand name and dealer network to target a younger more affluent RV buyer. BSP put these thoughts into action and negotiated a first-of-a-kind partnership between an auto manufacturer and a leading RV company. BSP continues to manage the partnership and has been instrumental in building a $20M business in less than 12 months.
BSP was also responsible for conceptualizing and negotiating the joint venture that launched Kingsford into the BBQ grill business. Given Kingsford’s already dominant market share in branded charcoal, the company was looking for new ways to grow its business. They turned to BSP who validated and executed a business plan that had Kingsford entering and carving out more share in the grill market. In a real display of innovation, BSP helped design a unique grill that took the “razor and razor blade model” to a new level. By using advanced grill design to make grilling easier, quicker and cleaner, Kingsford grill owners grill more often, inevitably leading to more (Kingsford) charcoal consumption.
Brand Sense Partners has recently brought this new business think-tank approach to the celebrity space as well. BSP was instrumental in developing and executing the business plan that built the Britney Spears beauty empire. By identifying a hole in the marketplace and developing a stand-alone brand in conjunction with Ms. Spears, BSP now runs a business on her behalf that is projected to hit $1billion in total retail sales by the end of 2008.
What are the results, both financial and social? How has the nominee's business performed, and what impact has it had on the problem it addresses? (suggested length: 100 words)
In all, innovative business development ideas and executed by Brand Sense Parnters on behalf of its clients represent approximately $1.5 billion dollars in retail sales annually. This activity is growing at more than 25% per year as more and more BSP inspired and managed businesses come on line. The incredible part is that this value has been created by repurposing existing corporate assets that were lying dormant and forgotten within large organizations focused on their core businesses. BSP’s unique business approach and results are fundamentally changing the way corporations and other asset owners think about how they approach new business development and innovation.
Comments that readers have made about this submission:
Brand Sense is an outstanding company to work with.
I enjoyed meeting with and understanding the strategic initiatives BSP establishes for its partners. They are true buisness professionals that understand their clients market and future business directions. The 'must meet' company ins their space.
I was extremely impressed with my meeting with Ramez Toubassy. I look forward to further developing my relationship with Ramez and his innovative team.
BSP is a world class firm. I have worked with them many times over the years, specifically Austin Katz, and am consistently impressed with their intelect and energy.
I have spoken with Austin Katz several times about his company. I find him as well as the company's structure, philosophy and goals to be intelligent and well thought out.
Brand Sense Partners brings new ways of thinking to drive innovation for its clients. Their team of professionals has identified and successfully executed many successful new business initiatives for leading global corporations.
Great company to work with.
a great comapny with wonderful energy!!
austin katz is a prime exmaple of this goal oriented firm.
Brand Sense is a company with very talented individuals who understand how to grow win win partnerships in the fast paced world of retailing.
10
Brand Sense Partners, under the leadership of Ramez Toubassy, has successfully transformed the traditional licensing agency model into a High Value Low Risk High Return outsourced Business Development model for both Corporations and Celebrity profiles. Brand Sense has invested wisely in a high performance team capable of delivering real results and true innovation in a category ripe for growth.
BSP is a very solid 10! Great company loaded with talented people.
I have been very impressed with BSP, particularly its President, Ramez Toubassy. Ramez is incredibly bright and gets the big picture, while also knowing how to execute against the finer details to make an idea successful.
Great Company, Great People!
Absolute 10
10
The professional team at Brand Sense Partners have made dealing with the company an absolute pleasure.
I have had meetings with BrandSense over the years, and have always been impressed by their strategic approach to business development, across the various ancillary streams of revenue that are available to their clients. Overall, they are a strong agency that have not only credible folks there, but good ones to work with.
I have always had the highest respect for Brand Sense Partners as a company, and also specifically for Rob Powell who I have interacted with over the years. His professional demeanor and tenacity have contributed greatly to the success that BSP has attained.
I am continuously impressed with the creativity and commitment of Brand Sense, especially as they expand into new product categories and new industries.
Great concept.
BSP is a extraordinarily interesting and exciting business that is transforming brand management by integrating a strategic view of business possibilities. Their track record, client list and accomplishments over the past 5 years speaks for itself.
Brand Sense is transforming the brand management business with a new level of strategic direction. They are uniquely focused on finding win-win solutions for their clients and partners, which allows them to generate tangible results.
BSP has managed to transform its business by leveraging tools that traditional competitors may only read about during the next business cycle or journal while staying true to their customer base by providing, truly world class, high touch personal attention to detail
Brand Sense - smart folks that extend brand equities in a very responsible way. For the Dodge Hemi, Brand Sense same that power and "power tools" would play well with the home improvement set.But they went one step further in contracting with off shore manufacturers - they made certain that the supplier abided by eco-friendly practices as well as labor practices in step with Dodge/Hemi standards. This approach to responsible brand extensions is "standard operating procedure" for Brand Sense.
Makes sense!
BSP does a better job of combining creativity and execution than any other group I've encountered. I can't tell you I know why, but I suspect it's the culture. The company is infused with a joie de vivre that allows employees to think freely but still values old fashioned blocking and tackling necessary to get things done.
BSP provides leverage we simply cannot generate on our own. They are a tri-brid partner, integrating strategic planning, business development and licensing in a way that would be impossible for us as a start-up. They combine the best practices of a top consulting firm with the energy and execution of successful start-ups, and they do it with a team that is both brilliant and fun. Great leadership, great thinking, great execution...a 10.
10
What more can be said - they are a "10"!
I've seen this company in action -they help large companies exploit underutilized brands/product and drive real revenues.
I recommend Brand Sense Partners to all of my contacts looking to take their business to the next level. Rob Powell has been exceptional to work with.
10
10!
10 - couldn't be 'Faster' We need more leaders like Toubassy to charge us through the challenges we face.
10
Great Service. Great team
A visionary company full of creative and talented individuals.
10!
BSP, led by Ramez Toubassy, is an innovative and outstanding organization comprised of exceptional professionals who understand their clients' needs.
Ramez Toubassy's leadership and intelligence have continually impressed me.
I have had first hand experience in working with BSP -- they have a unique mix of creativity and business development skills.
This is very important bsiness model and will find lot of clients in emerging econimies who have a strong ethnic businesss culture. Like in India, 65% of business are still controlled by growing local entreprenuers and business houses, they will find BSP a very usefull business tool
