4 Tips for Developing Strong Corporate Branding

Cultivating a strong corporate branding should be every organization’s goal. After all, doing so can bring in a lot of opportunities – from more leads and significant sales, to prestigious marketing partnerships.

Below are some tips for nurturing a company’s brand, and making it stand out from the competition.

Think in the long-term.The people behind the company’s marketing efforts must understand that a good brand is supposed to stand the test of time. This kind of thinking, which looks at the long-term, would push them more towards timeless elements – a solid color scheme and font combination, a classic logo, long-term industry partnerships, and lasting marketing messages built around long-term business goals, instead of passing design trends and marketing gimmicks.

Be original. A strong brand is deeply rooted in an understanding of what makes the company different from the rest. The brand identity and the marketing campaigns built around it should then be very original: based not on what has worked for the big brands, but on what the organization truly believes it can offer its target market.

Train all the employees what the company branding is about. Promoting the brand is not just the duty of the marketing officers and brand ambassadors, but of every member of the entire organization – from the CEO to the rank and file employees. This means that everyone should undergo a comprehensive training on what the company’s brand is about, and what it means in terms of corporate communications, design templates, marketing videos, among other factors. All employees need to understand what inspired it and what can be achieved through it, to be able to appreciate the importance of committing to it. Said training should also feature presentations on the required layouts and color palettes when using the company logo or tagline, the correct tone and diction when addressing customers, and the parameters for selecting potential partners, or spaces for marketing. There should be a written document outlining all these standards, and it must be accessible to everyone.

Regularly conduct a brand audit. It is good to conduct this on a regular basis, to know whether the branding continues to be effective in conveying the company’s essence. The audit should likewise be able to show whether the branding has a good recall among the members of the target market, and whether it is observed on the organization’s various marketing platforms.How are people responding to the brand? What are its strengths and weaknesses? An audit would be able to show if a rebrand is needed. It is, indeed, a possibility that what the company aims to achieve or offer its customers has changed:a business may realize that it wants to expand its target market, focus on a niche segment, or even decide to limit its product offerings, based on the customer reception.

This work by is licensed under a Creative Commons Attribution-NonCommercial 4.0 International



Why Personal and Corporate Branding Are Critical for Entrepreneurs

By Fabrizio Moreira, CEO at The Moreira Organization, LLC.

When you wake up in the morning, who are you? If you answer anyone other than your given name, you might need a psychiatrist. Kidding…kind of.

But, in all seriousness, entrepreneurs need to pay careful attention to who and what we are as we go through our daily life. Branding is everything — both personal and corporate. When you meet with a new potential client or strategic partner, both of these reputations precede you.

Your corporate and personal brands communicate authenticity and value. If you let one of these brands fall down, you’re making the path ahead that much rougher. For example: 

If someone uses your restroom and realizes there isn’t toilet paper on the roll, the light bulb is burnt out and the toilet doesn’t flush, do they want to hear about how sorry you are? No. They want you to get them a roll of toilet paper, fix the light and get the toilet working again.

This analogy is something I share with members of my team when they come up short. Driven entrepreneurs focus on solving the problem, instead of talking about how sorry they are. If you can quickly jump from problem to solution, your brand will benefit from your customer’s faith in your ability to deliver — even if it isn’t perfectly executed.

If you find a way to execute every plan perfectly, let me know. Mistakes happen. Communicate and fix it.

Here’s how you can master your personal and corporate branding in a way that generates positive impressions and opens new doors so that you can achieve your true potential.

Communicate Benefits and Values in a Relatable Way

A brand is just a fancy word for a reputation. And how do you earn a reputation? You earn it by helping people. Whether you’re chasing wealth or votes, you need to communicate how your work can help the people you want to attract. Then you need to deliver on those promises.

Step back from just hawking a product. Dig in and look for all of the ways that your product or service will help your target audience. Literally create a list of five different ways you can help your target audience.

Luxury brands tend to dive into selling a lifestyle or an experience. Commodity brands love to compare themselves to the competition on price, quality or availability. And artists do an incredible job of communicating a passion and passing that feeling onto their audience.

Pursue Feedback With Intensity

Now that you have your five items, go and interact with your audience. Gauge what they care about most on the list. It’s virtually impossible to guess what will be most important to the people you want to sell to. The feedback, as you hone your message and craft your brand, is invaluable.

I love providing free samples, sneak-peeks at new offerings or special discounts to clients who are willing to give me their feedback at every stage of the relationship. The feedback keeps my company on course to achieve all of our revenue goals.

Evolve With Your Clients

This one’s really important. Even after all of the research and valuable feedback from clients, you need to keep hustling. Get more information, learn about how your audience is changing with time. Answer these five questions:

  1. Is my customer base experiencing financial success or personal setbacks?
  2. Do my customers understand and appreciate the values of my brand?
  3. Are they more connected to my corporate or personal brand?
  4. What products or services do my customers need that I am not currently offering them?
  5. How can you personalize your brand to the individual customer?

If your goal is to provide a narrowly focused set of services without growing outside of that category in the future, your corporate brand is more important than anything else. But, if you want to unlock a world of entrepreneurial opportunities (think of Sir Richard Branson), you have to pay attention to how consumers feel about both your personal and corporate brand.

By staying closely in touch with your customer base, you’ll get real feedback on how your efforts are helping or hurting your personal brand. Join me on the journey to financial freedom by establishing your own brand, aggressively communicating with your client base and acting on feedback to create a brand that customers can trust.



Offshore Drilling Rigs Market Players Adopt Branding Strategies to Emerge as a Stronger Player in 2017


Offshore Drilling Rigs Market Players Adopt Branding Strategies to Emerge as a Stronger Player in 2017

Radiant Insight Announce Addition of New Report “Global Offshore Drilling Rigs Market Professional Survey Report 2017”

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This report studies Offshore Drilling Rigs in Global market, especially in North America, China, Europe, Southeast Asia, Japan and India, with production, revenue, consumption, import and export in these regions, from 2012 to 2016, and forecast to 2022

This report focuses on top manufacturers in global market, with production, price, revenue and market share for each manufacturer, covering

    China Oilfield Services Limited.

    Diamond Offshore Drilling

On the basis of product, this report displays the production, revenue, price, market share and growth rate of each type, primarily split into

By Application, the market can be split into

By Regions, this report covers (we can add the regions/countries as you want)

This report is a total investigation of ebb and flow inclines in the market, business development drivers, and restrictions. It gives showcase projections to the coming years. It incorporates investigation of late advancements in innovation, Doorman’s five power demonstrate examination and point by point profiles of best industry players. The report additionally incorporates a survey of miniaturized scale and large-scale factors fundamental for the current market players and new participants alongside nitty gritty esteem chain examination

Radiant Insights is a market research and consulting company offering syndicated research studies, customized reports, and consulting services. Our market research studies are designed to facilitate strategic decision making, on the basis of extensive and in-depth quantitative information, supported by extensive analysis and industry insights. Using a patented and robust research methodology, we publish exhaustive research reports covering a host of industries such as Technology, Chemicals, Materials, and Energy. Radiant Insights has a strong base of analysts, consultants and domain experts, with global experience helping us deliver excellence in all research projects we undertake

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How to Spot Generic Plays in Employer Branding Strategies and Opportunities to Be Different

Spotting generic plays in employer branding strategies and opportunities to be different involves identifying common patterns of communication — words, phrases, and images that crop up with noticeable frequency across your competitive set. Patterns tend to be particularly obvious within industries where companies often reach the same “route one” conclusions about what will attract target …

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Online Courses in Marketing, Branding, Brand Management #marketing #course #online, #online #marketing #course #courses



Online Marketing Courses

Online marketing courses can prepare you for a fast-paced career in the world of advertising, marketing strategy, and promotions. Read more about the skills you can learn in marketing courses and what this career entails.

Online marketing courses aim to prepare students for the world of marketing and brand management. Students in these programs typically study a wide range of topics related to this industry. Core marketing skills, according to the U.S. Bureau of Labor Statistics (BLS), include:

  • Tracking sales and marketing trends
  • Designing methods through which meaningful marketing data can be collected
  • Analyzing data points to measure effectiveness of marketing programs

Students interested in this field can choose from a range of educational options like earning an internet marketing certificate online, or pursuing an associate or bachelor’s degree.

What Skills Do Students Learn in Marketing Courses?

Students pursuing an online marketing course typically encounter a curriculum focused on the basic components of a successful marketing campaign. For example, why consumers behave the way they do and how an effective marketing campaign might influence their decisions.

A breakdown of an introductory marketing course from Coursera and University of Pennsylvania provides a three-module syllabus:

  • Branding. Three weeks focused on marketing strategy, branding and brand communications
  • Customer Centricity. Weeks 4-6 cover the integration of customer service into marketing strategy.
  • Go-to Marketing Strategies. Weeks 7-9 cover strategies for online and offline customer interactions as well as methods of exerting influence and social advertising.

A similar syllabus from an online marketing degree program at Franklin University mentions major elective courses in internet marketing, e-commerce, global marketing and public relations in addition to various other related subjects.

According to the BLS, professionals in marketing also need analytical skills, critical thinking skills and the ability to make important decisions. Marketing typically requires a certain level of creativity and organization as well as the ability to work with a wide range of personalities, the BLS states. Marketing courses aim to provide students with the opportunity to hone these skills and put them to use in a professional environment.

How Do Marketing Skills Apply to the Real World?

O*NET Online’s breakdown of work activities for marketing specialists lists the following work activities as important:

  • Data analysis of consumer trends, industry trends and market trends
  • Collecting information from relevant sources
  • Interpreting data to discern its meaning for others
  • Working with computers and computer systems

These skills could conceivably be applied to other industries like public relations or sales.

“13-1161.00 – Market Research Analysts and Marketing Specialists,” O*NET Online, July 14, 2014, http://www.onetonline.org/link/details/13-1161.00

“Advertising, Promotions, and Marketing Managers,” U.S. Bureau of Labor Statistics, July 14, 2014, http://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm#tab-1

“An Introduction to Marketing,” Coursera, July 14, 2014, https://www.coursera.org/course/marketing

“Marketing Major Area Course Description,” Franklin University, July 14, 2014, http://www.franklin.edu/marketing-major-course-descriptions

“Online Marketing Certificate Programs: Marketing Strategy,” eCornell, July 14, 2014, http://www.ecornell.com/certificates/marketing/marketing-strategy/

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PERSONAL BRANDING: An Insight Into Branding Yourself

Over the Summer I talked to over 1000 teenagers about the importance of Personal Branding

They are digital natives – the generation that has grown up with technology and social media and are much more aware than their parents about how what they post on social media can impact their lives

This generation is the generation that grew up when LinkedIn lowered the age to 13, knows how to network their face off and will document their life online in a way that opens up doors and new opportunities

In this blog we look at a few of the questions around Personal Branding: what it is, why it’s important and how to enhance your personal brand this using social media

What is a personal brand? Do You Have A Personal Brand? What’s the most important part?
Jeff Bezos, founder of Amazon describes a personal brand as “Your brand is what people say about you when you’re not in the room”

So in that respect everyone has a personal brand whether they like or not. You can’t opt out of other people perceiving you in one way or the other

A personal brand is what defines us and the intersection is that crossover between what we say about ourselves or how we market ourselves and what others say about us

Ultimately your brand can be good or bad depending on how you treat people

In terms of business this is hugely important as it dictates whether people want to do business with you


In terms of being an employee it could be the difference between being on the top of the list or being overlooked for an all important promotion

How does a personal brand differ from a CV?

A CV is just a list of factual achievements on paper. It’s quite sterile and to the point

A personal brand is something you live and breathe every day for life

It’s more than the shoes you wear, the watch on your wrist or the cut of your suit

It’s your personality and what makes you, you

It’s all about authenticity, so it isn’t something you can switch on and off. It isn’t a stage show and it isn’t one off campaign

Literally a personal brand is from cradle to grave

Is the concept of a personal brand the outcome of the social media / digital age?

The idea of personal brands was 1st introduced in 1937, so personal brands aren’t something that were invented post-Social Media or after mobile phones

But like everything, your personal brand is amplified by social media

The average smart phone user picks up their phone 150 times a day and people are spending hours each day on social media, so social media is massively powerful in putting the spotlight on brand you

Think of your network – you’ll probably see most of your network more online than you do face 2 face

Even not turning up on LinkedIn or Twitter says a certain amount – people may perceive you as someone who isn’t passionate, dedicated or part of the community by your lack of profile

Social Media allows you to get eyeballs, ears and attention at greater scale and ease than ever before

How can social media specifically help build your personal brand?

Helping others and great content help you become the go to person in your industry

Firstly turn up daily and be that person that looks out for opportunities for others

You won’t enhance your personal brand using social media if you turn up once a week or once a month

You literally have to be all in – you can’t do something as important a social media half heartedly

Social Media is used far too often for broadcasting rather than listening

Simply looking at your Twitter / LinkedIn feed each day opens up opportunities to connect others and share others good news

It’s also important that you regularly produce content that enhances your audience’s life – whether that be a written blog, podcasts or videos

Look at leading business figures such as Richard Branson – they produce content on a regular basis

Some leading business figures, say “no” to a personal brand. Are they right?

The reality is these people have a personal brand whether they like it or not.

The anti-personal brand is a brand in itself

Often you’ll find that these leading business figures have a very strong brand and people know instantly what they stand for, what their beliefs are and how they treat people

You can decide to be part of the conversation or sit on the side-lines

It’s really important if you’re a small business owner, specifically in a relatively small community like Greater Manchester to be part of that community in an authentic way

People buy from people is a little clichéd, but it’s true.

What are your lasting tips for creating a lasting authentic personal brand?

Be nice always – 3 words that will serve you well

Chat to about Social Media Marketing for YOUR organisation , so we can better understand YOU and what will grow your organisation

We can only find out what is unique to your business by chatting with you

Look at our and services


Please call Alex on 07806774279 or email alex@altrinchamhq.co.uk

The post PERSONAL BRANDING: An Insight Into Branding Yourself appeared first on Altrincham Hq.



Sanofi asks the world ‘How are you?’ in latest corporate branding campaign

After six years without a brand signature, Sanofi debuted its latest global brand campaign, Empowering Life.

The campaign is entirely digital, with a video and dedicated website for the campaign which the pharma company rolled out on its social media channels. Sanofi worked with Paris communications agency ASAP Communications on the video.

Alexandra Rocca, head of corporate communications at Sanofi, said the team was going for simplicity with the video and campaign, focusing on the phrase, “How are you?” in the video and the two word signature, Empowering Life, for the campaign.

“‘How are you?’ is very simple and that’s why it is effective,” Rocca said. “The more global you are, the more simple you have to be in your communications. Perspectives are very different from one country to another. It has to be simple so everyone on Earth can understand what you say.”

In the video, the phrase is said in various health-related situations: at a pharmacy, when getting a vaccine, and from a doctor, along with being spoken in six languages to drive home the message that Sanofi is a global health company, Rocca said.

The campaign is rolling out across all of Sanofi’s operations around the world. Along with telling its story to consumers, the campaign is meant to reach its employees around the world and unify them under one mission.

“The idea of a signature is it unifies people and clarifies what the mission is,” Rocca said. “[Empowering Life] encapsulates what the mission is in two words to make the whole thing more memorable. We have more than 100,000 people at Sanofi all over the world. It’s a way to unify internally and make yourself more understandable externally.”

For consumers, the campaign positions Sanofi as a partner on an individual’s “health journey.” The campaign website highlights several of Sanofi’s areas of focus, including malaria, diabetes, and flu vaccines.

Sanofi is not alone among pharma companies in creating a new brand identity – several other companies are working to change the perception of their brand and tell their company’s story better. Pfizer launched its ongoing Before It Became a Medicine campaign last year, Astellas also began a corporate branding push last year, and trade organization PhRMA’s Go Boldly campaign aims to up the industry’s reputation as whole.

This story first appeared in PRWeek.



Astellas turns to ‘corporate branding 2.0’

Thirteen years ago, Astellas didn’t exist. In a world of legacy pharmaceutical companies that have been around for decades, if not more than a century, Astellas was an underdog already when it was created in 2005. 

About a decade after Astellas formed, 30-year veteran of the pharmaceutical industry Jeff Winton was brought into the company to build out its communications function from the ground up. He remembers the opportunity feeling like “coming to a startup.”

In the four years since then, Winton has built a corporate affairs team of about 50 and been promoted from CCO to head of that corporate affairs division where he oversees everything from corporate communications to government affairs to digital to internal comms. 

Winton also spearheaded a robust branding campaign to make Astellas as well known as its legacy competitors. The company began as the result of a merger between two Japanese pharma companies, Yamanouchi Pharmaceutical and Fujisawa Pharmaceutical, in 2005. Rather than choose one of the two established names, the company started off with a clean slate and a brand new name. 

That, however, was the beginning of a communications challenge. 

While the collective pharma industry struggles to revamp its bad reputation, Astellas is busy working to build up its reputation from scratch. 

Once Winton joined the company, he began market research about the company. It had been around for about a decade at that point, so Winton and his team needed to see where it stood. After two years of research and planning, Astellas launched its corporate branding campaign in 2015. 

“When I arrived here in 2013, one of my mandates was to work with colleagues to elevate the image of the company and the visibility,” Winton says. “The good news was we were starting with a blank slate, but with that comes nobody knew what Astellas was.” 

Astellas had a slow and steady increase in revenue over the past few years with a dip in 2016. The company reported $11.9 billion globally in 2016, a 4.4% decrease over the previous year. The drop was due to slower sales in Asia and the Americas and the acquisition of its global dermatology business to LEO Pharma, which closed in first quarter 2016. 

The branding campaign focuses on Astellas employees and science, following the general trend of pharma companies’ rebranding efforts like the campaigns from industry trade association PhRMA and Pfizer. 

Astellas focuses efforts on television and social media and takes care to choose the right venue for commercials. The two TV spots for the campaign aired on “CNN Heroes,” a program that celebrates everyday people who change the world. 

The ad showcases employees and how the work they do helps patients. The target audience is the average CNN watcher, but it is also intended for Astellas employees who, Winton says, are the company’s “brand ambassadors.” The spot also ran on screens in Astellas’ U.S. headquarters in Chicago. 

The campaign is now “corporate branding 2.0,” Winton says. His team is again researching Astellas’ reputation for an updated picture on where the campaign has gotten them so far. That data isn’t in yet, but Winton says he’s already seen the improvement on social media and with employees. 

We have more Twitter followers and greater presence on social media than some companies that have been around much longer,” Winton says. “[Social media] is a huge factor in allowing us to become more visible and better known in our industry. We also have no problem attracting top talent to come to this small, younger company because people now know who we are and what our values are.” 

Winton’s boss, James Robinson, president of Americas operations for Astellas US, says the ability to attract top talent to build the corporate affairs team is Winton’s greatest accomplishment. 

“He attracted top talent to Astellas based on his vision for what Astellas Americas was and what it would become,” Robinson says. “Jeff is passionate, thoughtful, and an amazing leader. His team has built the brand of Astellas in the Americas and been widely recognized in the industry.” 

Despite Astellas being a new player in the pharma industry, the company was not immune to the reputational beating inflicted on the pharma industry as a whole. National bad press around price hikes involving Turing Pharmaceuticals’ Martin Shkreli’s and Mylan’s EpiPen’s over the past two years left many consumers with the belief that manufacturers cared more about profits than patients. Winton, who has been in pharma for 37 years, has seen the industry become the subject of much more criticism in the last few years. 

He began his career in the agency world in 1980 working on animal health clients before moving to the pharmaceutical industry. Winton has worked for Pfizer, Merck, Roche, and Eli Lilly, along with several agencies. 

“When I started in this business, I would go to swanky cocktail parties and I’d say I work in pharma and people would say, ‘oh that’s great’ and start to tell me about their grandmother who passed away from cancer and then thank you for your contribution,” Winton says. “Now you go to those same cocktail parties and the first question you get asked is, ‘Why are your drugs so expensive?'” 

Winton contends that negative public sentiment about pharma is partially borne out of ignorance. Pharma companies historically haven’t been very proactive telling their own story allowing more vocal groups including media, politicians, or nonprofits to set the message about the industry. 

Even physicians, whose job it is to know about and prescribe these drugs, are sometimes turned off by pharma companies. The percentage of doctors who do not give pharma sales reps access grew to 36.5% in 2016, up from 22.9% in 2010, according to a survey by research firm SK&A. Even Winton’s own doctor will no longer see pharmaceutical sales representatives, he says. 

“If you’re not seeing pharma sales reps any more, how are you getting info on new drugs or trends in the industry? He said, ‘I’m a voracious social media user,'” Winton says. “If there was ever any question about the need to do more digital and social media, there’s the proof.” 

Without that face-to-face contact with the pharma companies, Winton says the role of social media and direct-to-consumer advertising is now also to reach doctors. 

Winton advocates for pharma companies to “pull back the proverbial curtain” on their work to help remedy reputation issues. Astellas’ branding campaign shows the science and work behind their medicines. PhRMA’s Go Boldly campaign gives its audience numbers showing how many people, how many years, and how many failures go into developing one medicine. 

Being open and transparent isn’t limited to big PR campaigns. Winton also works closely with a newly created group at Astellas called the patient experience team. Their focus is to make sure everything is accessible to the patient — from reading material to phone calls. 

“The team is looking at everything we do that impacts the patient,” he explains “How many people does the patient have to go through when they call our switchboard with a question? What level of reading competency is required to read the average package insert or brochure your physician will give you?” 

In an area like medicine, it’s not surprising that the reading material is complex. 

“Most pharma companies, including us, were writing out materials at much too high a level for the average reading competency in this country,” Winton says. “We need to take a different approach and different look at the patient materials we are putting out there.” 

Astellas now tries to bring in the patient input as early as possible, so problems like not understanding how to properly take a medicine are quashed from the start. 

But as for reputation, the industry has “a lot of ground to recover,” Winton believes. 

“We are a proud industry,” Winton says. “We love to talk about our successes, but no one likes to talk about failures. Innovation is costly. We encounter many failures along the way to finding a success.” 

Pharma has always had a different relationship with government than most other industries. It is highly regulated by the FDA to ensuring the safety and efficacy of drugs and by Congress over drug pricing. Despite working closely with government agencies, Winton contends that the pharma industry needs to recapture the ear of government officials. He oversees Astellas government affairs efforts, which was added to his role when he became head of corporate affairs in March 2015. 

As the debate over healthcare and the failed repeal and replace of the Affordable Care Act came to a head in Washington this summer, Astellas was on the ground, with the other pharma companies, weighing in during the most active political debate about healthcare in years. 

“We’re a mid-sized company at the table with Pfizer, Merck, Johnson & Johnson and, with a relatively small team in DC, our voice is being heard just as effectively [in Congress],” Winton says. 

Republicans could largely be counted on to support businesses like pharma, he says, but that’s changed as Washington was turned upside down after President Trump was elected. The current political climate and debate around healthcare is the “most active and chaotic” Winton has seen ever in his career. 

Astellas’ team of 20 working in government affairs handles everything from health reform to drug pricing. Winton himself often travels to Washington to meet with representatives. 

The “pull back the curtain” method Astellas and pharma uses for reputation campaigns also works in Congress, particularly around drug pricing. The federal government has an eye on drug pricing in particular price-fixing. The Justice Department opened an investigation into Mylan’s 500% increase of its EpiPen. The company is also the subject of an FTC inquiry. 

“We need to try to help [Congress] understand the whole pricing area,” he explains. “Companies will set a price for a product, but never really do a good job communicating how they arrive at that price. The bulk of the products in any company pipeline will never see to market. We need to let people see what goes into clinical trial development and pricing of products.” 

His other tried-and-true approach for meetings with members of Congress is to make it personal.

“Everyone on the face of the Earth has either been personally impacted by disease or had someone they love impacted by disease,” he explains. “Once you make it personal, it starts to resonate.” 

Having grown up on a farm, he’s personally passionate about mental health in rural areas. To share his personal experience with representatives, he tells the story of a family member who committed suicide. 

“I was working at Lilly, a company that makes antidepressants and yet I couldn’t even help my own nephew,” Winton says. “I tell that story often when I go into Washington. It’s a matter of just being real and being human and having a conversation with people. Then I’m seen not as a spokesperson, but as an uncle who lost his nephew.” 

Although Winton works in the realm of human health at Astellas, his personal passion is for animals. Despite living in Chicago, he owns a dairy farm in upstate New York with 200 cattle. 

“I’m a huge animal fanatic,” he says. “I started off in veterinary medicine and took a lot of animal science classes. I was always interested in writing and speaking as well, so I took a lot of communications classes too. In my first job, the agency had animal health clients so they said, ‘Let’s import this farm boy from upstate New York and we’ll teach you about PR and advertising if you teach us about animals.'” 

Winton also competes in dog shows with his six greyhounds and whippets and won at the Westminster dog show in 2008. He is also a competitive equestrian. Winton has seven horses that he trains to compete. 

“I never had two legged kids,” he says. “But I have lots of four legged kids.”

This story first appeared in PRWeek.