Ben Garfinkel heads strategic brand and marketing on the executive leadership team for Mindset, a manufacturer of architectural LED commercial lighting. Ben was also Co-Founder and Strategy Director of the internationally recognized brand and communication design firm Industrial Brand, and Co-Founder of foodists.ca.Over his 25+ year career, ben co-founded the internationally recognized brand and communication design firm Industrial Brand. Ben emerged as a leader in the development and application of brand strategy, naming, identity systems, communication and interaction design and other programs for partner-driven professional services firms and B2B businesses in North America. By focussing on context, audience, ideas and real results, he helps bring brand clarity and cohesion for businesses interested in creating a distinctive market position with control, consistency and confidence.In his role as a brand strategy and identity consultant, Ben derives joy and fulfillment from helping organizations and the people within them achieve their business goals. He does not believe in creating confusing marketing rhetoric, or producing a lot of beautiful graphics that may win awards but not result in positive ROI. Rather, he and his team enjoy crafting authentic brand stories that genuinely reflect the organization, what they stand for, and why they exist. Specialties: Business analysis, marketing research, brand auditing, strategy consulting, branding design, positioning strategy, marketing strategy, B2B/B2C marketing, marketing communications, copywriting/editing, social networking, SEO, business development, business administration, creative team leadership, art direction, identity design, logo design, communication design, graphic design, web design, print production, user experience, production management, design education.