I am the Founder of BrandTwist a brand consultancy that helps entrepreneurs and corporations build stronger more profitable brands.I was the VP of Brand at Richard Branson’s Virgin Group overseeing branding strategy for new and established Virgin companies in North America. Prior to joining Virgin, I served as Executive Director of Consumer Branding at Interbrand as well as a VP Management Supervisor at Grey Worldwide in both the US and France. I have been an Adjunct Professor of Integrated Marketing Communications at Columbia and Cornell and a frequent commentator on brand innovation through my blog (www.BrandTwist.com), on Twitter at @jcottin, and in media such as CNN, AdWeek, Forbes.com, Entrepreneur Magazine and American Express Open for Small Business. I am also the creator of a premier branding class exclusively for entrepreneurs (www.BrandSchoolOnline.com). I am also the unofficial inventor of the pet rock...but that's a story for another time.