Larry Vincent (Chief Branding Officer - UTA)
Chief Branding Officer
UTA
Laurence Vincent is the Chief Branding Officer of UTA. He is an award-winning writer, consumer researcher and veteran brand strategist. Over his 30-year career he has developed strategies for many leading brands, including Disney, Mattel, Microsoft, the NFL, Nikon, Sony Playstation, and WebMD. In his role at UTA he has harnessed that experience to help celebrity clients launch exciting new brands, such as Houseplant for Seth Rogen, EBY for Sofia Vergara, and Awesomeness TV for Brian Robbins.
Driven by the mantra that “story is strategy,” Vincent has pioneered narrative approaches to brand-building that combine insights from consumer research with best practices in storytelling and visual design.
In addition to his work at UTA, he is also an Adjunct Professor of Marketing at the USC Marshall School of Business, where he teaches popular MBA courses on customer insights and new product development.
Larry has published three books. His most recent, Brand Real, was selected by strategy+business magazine as one of the best business books of 2012. His first book on branding, Legendary Brands, was translated into seven languages and continues to serve as an important work that details the link between narrative and brand value. He produces and co-hosts The Findings Report, a popular business podcast and blog about why people buy, like and share.
He holds an MBA from the Marshall School of Business at USC, and earned his BA in Theatre, also at USC. He is a proud board member of Alex's Lemonade Stand Foundation.
Driven by the mantra that “story is strategy,” Vincent has pioneered narrative approaches to brand-building that combine insights from consumer research with best practices in storytelling and visual design.
In addition to his work at UTA, he is also an Adjunct Professor of Marketing at the USC Marshall School of Business, where he teaches popular MBA courses on customer insights and new product development.
Larry has published three books. His most recent, Brand Real, was selected by strategy+business magazine as one of the best business books of 2012. His first book on branding, Legendary Brands, was translated into seven languages and continues to serve as an important work that details the link between narrative and brand value. He produces and co-hosts The Findings Report, a popular business podcast and blog about why people buy, like and share.
He holds an MBA from the Marshall School of Business at USC, and earned his BA in Theatre, also at USC. He is a proud board member of Alex's Lemonade Stand Foundation.