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About Brand Strategy

Imagine a world where organizations are dedicated to keeping their promises to their customers… to all of their stakeholders. Brand Strategy was founded in 1992 on the premise that a brand is more than a word or a logo. We introduced the BrandMindset philosophy, discipline and processes that, when applied correctly, produce Genuine Brands. Genuine Brands make distinctive promises to their customers and are passionate about exceeding customers’ expectations.  Our clients use our proprietary BrandPromise science to enhance hundreds of millions of their cusotmers’ experiences every day in 50 countries worldwide.

Organizations from around the world that desire to build Genuine Brands have sought out Brand Strategy to help them create a BrandPromise convenant that optimizes their overall brand equity. We have advised over 400 brands worldwide including Fortune 500 corporations, entrepreneurial ventures, associations, destinations, non-profit organizations, successful individuals and celebrities that desire to enhance their image, perception, and success.

Meet Andrew

We are pleased to announce that Andrew Entrikin, President and founder of Global BrandStrategy will be the conservator of BrandStrategy™, Inc’s library of intellectual property, BrandScience™ research, published books and proprietary methodologies.

Andrew has been providing marketing expertise for BrandStrategy clients since 2019. He has significant non-profit board of directors leadership expertise working with community organizations to achieve their Promises.

He holds a master’s degree from Gonzaga University in communications and completed a post graduate program in marketing management from Harvard University.


Meet Duane

Brand Strategy | Duane Knapp

Duane Knapp is of counsel to Global BrandStrategy and serves as the brand scientist for the firm. He is President and Founder of Enspired Brand Strategy. Mr. Knapp has advised thousands of brands in 22 countries worldwide including corporations, destinations, professional associations and societies, institutions, countries, cities, counties, colleges and universities, celebrities and successful individuals who desire to optimize their perception, image and success. Our clients use our proprietary BrandPromise science to enhance hundreds of millions of their customers’ experiences in 50 countries worldwide.

Duane has served on boards of directors for dozens of corporations and philanthropic organizations including American University in the Emirates (Dubai), Federated Western Properties, Inc., HI-Net Communications, First Continental Bank and Trust, Old United Life Insurance, Annika, Inc., and was director emeritus of Longs Drug Stores (now CVS). He has held a variety of senior executive positions, including chief executive officer and president (Discoveries LTD retail stores and catalogs, Holiday Clubs and Kustom Electronics), executive vice president, vice president of corporate marketing, vice president corporate development and corporate strategist at public and private companies. These include Westin Hotels (Westin Enterprises), Holiday Corporation (Holiday Inn and Holiday Clubs, Perkins Family Restaurants), The Promus Companies (Embassy Suites, Residence Inn, Hampton Inn, Homewood Suites and Harrahs Casinos) and Cinnabon World Famous Cinnamon Rolls. He advises leading law firms in matters relating to high-profile brand and intellectual property cases. He has specific expertise in the fields of travel and hospitality, food and beverage products, restaurants, retailing, health care, financial services (banks and credit unions) and real estate development. He has taught and lectured widely at 25 universities and graduate schools throughout worldwide, including Griffith University

(Australia), Universidad Catolica de Chile, Vanderbilt, Stanford, The University of California (Berkeley, Irvine and Riverside), the University of Colorado at Boulder and Seattle University. Mr. Knapp is the leading keynote speaker on the subject of building Genuine Brands. He has been published, quoted or featured in hundreds of publications and digital media, including BusinessWeek, Brandweek, CFO Magazine, Association Management, Marketing, Washington CEO, Bankers Magazine, Design Forum, Focus Magazine, Risk Management, Forbes Magazine Travel, Distribution Reports, Private Clubs Magazine, Fortune Magazine, Convene Magazine and International Journal of Medical Marketing, The Seattle Times, The Journal of Commerce and many private corporate and association publications, as well as television and radio talk shows.

He is the author of several books including The BrandPromise® and The BrandMindset®, published by McGraw-Hill, Global Destination BrandScience™ and Destination BrandScience™. His newest book, Global Destination BrandScience explains how a successful destination strategy goes beyond merely tourism; it becomes a focal point for the entire community in making strategic decisions to optimize economic opportunity. The BrandMindset book was selected by IBM and American Express as the “must read” book for their top 400 executives. It is available in seven languages and is considered the definitive guide to building Genuine Brands.

Duane Knapp’s BrandPromise philosophy is highly acclaimed and has been extensively referenced and quoted in many books and publications, including Tim Sanders’ bestseller, Love is the Killer App, Nick Wreden’s FusionBranding, Michael Levine in A Branded World, David Aaker’s, Building Strong Brands, and Tony Simons, The Integrity Dividend. Knapp also wrote the foreword for the License to Serve.

Selected clients include AT&T, Worldspan Reservation Systems (Delta Airlines), Tourism and Events Queensland (Australia), Callison Architecture, Raffles International, Ltd., Destination Marketing Association International, PCMA (Professional Convention Management Association), Miller Nash/Graham & Dunn (Attorneys), QFC (Quality Food Centers, Inc.), Associated Grocers, Inc., Pacific Foods of Oregon, Inc., Restaurants Unlimited, Inc., American Society of Association Executives (ASAE), AAA (American Automobile Association), American Academy of Ophthalmology, Mercy Health, American Academy of Family Physicians, Santa Monica Convention & Visitors Bureau, Tourism Vancouver, Community Action Partnership, Macy’s Inc. (Bloomingdale’s and Macy’s), Ketel One Vodka, Annika Sorenstam, Darigold, Essentia Water and Sunkist. He has also advised many leading brand design and consulting firms, including: Girvin Strategic Branding and Design, Diefenbach Elkins, GMA Research, Ypartnership and FutureBrand.

Knapp earned his BA in Business Administration from Western Michigan University and his MBA from the University
of Toledo. He also completed a postgraduate program in Strategic Marketing at the Stanford University Graduate School of Business.

Philanthropic Commitment

We believe in enhancing the quality of life in our communities by supporting more than 50 non-profits around the world including Skagitonians for the preservation of farmland, NW Agriculture Business Center, United Way, Community Action (national), Community Action of Skagit County, Senior Services of Snohomish County, California Highway Patrol 11-99 Foundation, Kuwait Foundation for the Advancement of Sciences, Mercy Health Foundation, Island Hospital Foundation, Fraternal Order of Police – Memorial Foundation – Washington State, US Department of Health and Human Services, Visit Estes Park Flood Fund, Destination Marketing Association International Foundation, Father Joe’s Villages, Annika Foundation, Economic Development Alliance of Skagit County, Anacortes Family Center, Anacortes Chamber of Commerce, Anacortes Food Bank, Anacortes Police Department, Riverside California Sheriffs Advisory Council, Old Dog Haven, Wolf Hollow Animal Sanctuary, Desert Paws, Martha’s Village and Kitchen, Elsa and Company, Anacortes School District, Lake Trust Foundation, Rotary International, Salvation Army and the American University in the Emirates.