Board of Advisors

Brand Experience Lab boasts a world class, interdisciplinary team of advisors, including an array of celebrated thought leaders from virtually every experience-relevant field; whether its architecture and technology, packaged goods and brand design, or themed and entertainment marketing.

Brand Experience Lab possesses the unique ability to choose from any of a dozen different advisors as they appear relevant to the needs of each individual client. The Board helps insure that client projects meet specific business needs, relying on collective decades of experience in consultation and analysis.

Our current Board of Advisors include:
  • Paula Balzer Former Chief Marketing Officer, SFX Entertainment, Clear Channel Marketing. Paula was acknowledged by Advertising Age as one of the top 15 women in the advertising industry in 2001. Expertise: Integrated Marketing, Sponsorship and Advertising.

  • Andy Edelman Andy is a Brand Experience Lab's resident sage in merchandising, in-store marketing, fixturing and experiential design. He is currently with Trimco Display, the largest in-store specialty design firm in the country. Andy is the former Chairman of the Point-of-Purchase Advertising Institute (POPAI) and still serves on the board of directors. Expertise: In-store marketing.

  • Patricia Esgate Pat is the president of Esgate & Associates, a firm specializing in the strategic development of experience-based destinations. She is also the Executive Editor of EM magazine (formerly Entertainment Management) and The EZone newsletter. Pat has thirty years of experience in design, construction, market research, training, management, operations and new business development.
  • Don Marinelli, Chair, Entertainment Technology Center at Carnegie Mellon University. Don is a Professor of Drama and Arts Management at Carnegie Mellon. Dr. Marinelli served as the Assistant Head of the Drama Dept. (1980-86) and later the Associate Dept. Head (1986-95). During that time he helped to establish the joint-degree Master of Fine Arts in Acting Program between Carnegie Mellon and the world renowned Moscow Art Theatre School of Russia.

  • Roberta Perry, former VP of Themed Entertainment, 20th Century Fox and former Chair of the Themed Entertainment Association. Roberta has been a key personality in the development and growth of the themed entertainment and leisure entertainment industries for more than 20 years. Expertise: Themed entertainment design and execution.

  • Douglas Rushkoff is the author of seven best-selling books on new media and popular culture, including Cyberia, Media Virus, Playing the Future, GenXReader, Coercion, and the novel Ecstasy Club. NPR correspondent for "All things considered and syndicated monthly new york times column. Expertise: Behavioral and Cultural Anthropology.

  • Arthur Shapiro has been a senior marketing, sales and general management executive with both corporate and consulting company experience. Arthur spent 15 years at Seagram Spirits and Wine in top marketing positions. Recognition includes AdAge Power 50 and Marketing 100. Expertise: Consumer marketing and research.

  • Drew Sheinman, former President of Simon Brand Ventures. Drew's past experience also includes the design and execution of the Coca Cola Olympic experience in Atlanta during the 1996 Summer Games. Expertise: Retail Experiences.

  • Andrew Zolli. Andrew is the former CMO of SiegalGale, NPR correspondent, futurist and editor of "Catalog of Tomorrow." He is a consultant, speaker and the foremost authority on Cultural Impact of Branding and the Future. Expertise: Cultural Anthropology.




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