Brandus Operandi™

Leaders know the importance of brand-based marketing. It is one of the common denominators of all successful marketing efforts. It requires a vision, a focused business strategy, a comprehensive marketing approach and a consistent application of basic principles.

Through years of experience in creating brand-based marketing strategies for companies such as Heinz, Chiquita, Proctor & Gamble, Wendy’s and Prudential, Guge Marketing has developed a unique ten-step process.

Step 1: Industry Trends

Define the trends and opportunities within your industry.

Step 2: Competitive Analysis

Compare the brand messages and vehicles of your competition.

Step 3: Customer Research

Define the mindset of the ideal customer: top three desires.

Step 4: SWOT Analysis

Analyze your current positioning and opportunities.

Step 5: Brand Discovery

Determine your unique selling proposition.

Step 6: Establish Measurable Goals

Determine goals (awareness/lead generation) and resources.

Step 7: Develop a Strategic Marketing Plan

Plan and integrate marketing campaign to communicate the brand.

Step 8: Brand Development Campaign

Develop the look of the brand through the various marketing vehicles.

Step 9: Execute and Track Results

Build in tracking mechanisms and measure ROI.

Step 10: The Big Idea

Develop a unique concept to position the company.
Successful marketers build integrated marketing campaigns based on effective data analysis, competitive insights and your marketplace distinctiveness. You have to take the time up front – at least 90 days – to understand how to best position your product or service for optimum success.
The goal is to create an integrated brand marketing process that leverages and reinforces every marketing dollar to optimize return-on-investment.

Case Studies

We’ve built our brand by building others. Here’s a sample of some of the brands we’ve pushed further.
Click on a logo and download a detailed case study.


There’s more to building a brand than just following a formula.
Take a look at some thoughts on marketing and brand building.

How a Brand Strategy is Born

by Gail Guge and Jim Hughes, Brand Strategists
Guge Marketing

Leaders Go Beyond Branding

by Gail Guge, CEO & Brand Strategist
Guge Marketing

When the Market Cools

by Gail Guge & Jim Hughes, Brand Strategists
Guge Marketing

Once Upon a Brand...A Branding Bedtime Story

by Gail Guge, CEO & Brand Strategist
Guge Marketing

Contact Us

We love to talk about possibilities with new clients.
Please contact us at:

Gail Guge, President/CEO and New Business Director

GAIL GUGE consults as a CMO with a variety of clients and industries on brand and marketing strategies to provide significant revenue growth. She has over 30 years of experience in agency and corporate environments and was Managing Partner for Wilkin Guge Marketing, the largest marketing firm in Inland Southern California, for over 10 years.

Gail has helped more than 100 organizations become more successful including the following major brands: Alcoa, California State University, Chiquita, Curad and Curity, Deloitte & Touche, Hardees, Heinz, Hospital Corporation of America, Pepperdine University, the Peter Drucker School of Business, Procter & Gamble, Prudential and Wendy’s Foods International.

She is accredited by the Public Relations Society of America and is certified in brand strategy by The Brand Establishment. Gail was named 2008 Businesswoman of the Year by the National Association of Women Business Owners in Inland Southern California. Gail has been quoted in BusinessWeek and The Wall Street Journal on brand strategy. She earned her EMBA from the Peter Drucker School of Business at Claremont Graduate University and majored in Communications at Georgetown and American Universities as an undergrad.