Designing B2B Brands | Meet the authors
Brian Resnick and Carlos Martinez Onaindia
Associate Director, Global Brand & Communications
New York, United States
Brian is responsible for leading the Global Brand & Communications Services group. This encompasses the most recognizable and definable components of the brand – specifically, all asset management and compliance activity, visual identity building, corporate repositioning, and advertising campaign development.
Brian transitioned to DTTL from the U.S. member firm, where he’s been a member of the Global Brand team since 2006. He has been published in Brandweek and assorted blogs.
"Synonymous makes you anonymous – true and relevant differentiation in today’s cluttered marketplace requires big ideas, executed with confidence, clarity and consistency."
Carlos Martinez Onaindia
Senior Manager, Global Brand & Communications
Carlos leads the Global Creative Studio, with focus on brand identity building, brand asset enhancement, and the myriad guidelines, tools and templates created to deliver them in a consistent and quality manner.
He is also frequently consulted as a creative ideation expert, providing art direction in the areas of brand activation and expression.
Carlos first joined Deloitte as the leader of graphic design and creativity for the Spanish member firm. He later transitioned to Deloitte Touche Tohmatsu Limited, where he’s been a member of the Global Brand team since 2008.
"As competition intensifies, the need for creative thinking increases. It is no longer enough to do the same thing better... no longer enough to be efficient and solve problems."