OUTBRANDING founder Tom Hinkes has been successfully challenging conventional wisdom, and changing the marketing rules for more than 30 years. Tom prefers to think like a “David”, not a “Goliath”.

  • Goliath was the huge, lumbering, status quo loving competitor; too accustomed to “winning dumb” and too slow to adapt.
  • David was the quick and agile upstart. In order to defeat Goliath, he had done his research. He knew his own strengths, and had correctly assessed his opponent’s weaknesses. David might be history’s earliest recorded S-W-O-T Analysis. user.

Tom began his career in advertising with Y&R in New York, and then switched over to the Brand Management/Client side of the business. A proven Brand builder, he has helped maintain, while simultaneously evolving and growing some of the most popular and enduring consumer Brand equities. Tom is a New Products and Brand Innovation expert, responsible for new consumer product introductions and new brand platforms totaling more than $7 Billion at retail.

He has a Northwestern Kellogg MBA, with majors in Marketing, Management & Strategy, and Entrepreneurship & Innovation. Tom balances “book smarts” with an impressive depth of hands-on, real world experience. He has a hard-won appreciation of what is “classroom” and what is practical.

In addition to always bringing a fresh outside perspective, clients have found Tom’s personal experience in so many industries to be a valuable asset. He can often make a significant contribution by transferring insights from completely unrelated industries to a new client’s business.

He has developed winning strategies, managed Brands, and introduced successful new products in more than a dozen of the most competitive industries, including:

  • Automotive
  • Cake and Dry Mixes
  • Carbonated Beverages
  • Cookies and Crackers
  • Dairy – Milk and Cheese
  • Deli Meats
  • Gravy and Salad Dressings
  • Household Cleaning
  • Packaged and Processed Food
  • Personal Care
  • Toys
  • Hobbies
  • Dot-coms/On-line Retailers
  • Entrepreneurial Start-ups
  • Supply Chain/3rd Party Logistics
  • Not-for-profit Organizations