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New RiechesBaird “Branding Business” Radio Show Unveils the Strategy Behind Branding an Educational Institution

Gary Brahm, Chancellor and CEO of Brandman University, describes the process the educational institution took to differentiate itself to students and stakeholders.

Irvine, CA, December 23, 2011 --( RiechesBaird, named one of the top BtoB corporate branding agencies in the United States by BtoB Magazine for the 10th consecutive year, has premiered the newest installment of its “Branding Business” radio show. The show, found at, analyzes the process of visioning and branding an educational institution, and features Gary Brahm, Chancellor and CEO at Brandman University.

“In recent years, many universities have taken the necessary steps to further define their brands in an effort to clarify who they are and prove the value they provide to their internal and external stakeholders” said show host Ryan Rieches, co-founder and CEO of RiechesBaird. “This show dissects the process that Brandman University took to differentiate its brand yet still associate with the more established Chapman University system.”

As Chancellor of Brandman University, Brahm oversees overall operations of the institution, managing more than 2,200 faculty and staff, and an annual budget of approximately $70 million. Prior to his present position, he served as the executive vice president for finance and administration and chief operating officer of Chapman University for more than 13 years. In that role, Brahm was responsible for enrollment management, financial aid, registrar, student life, investments, budgeting, information systems, human resources, facilities management and campus planning, and business services. He served as principal project leader for all university construction as well.

Prior to joining Chapman University in 1994, Brahm was vice president of finance and chief financial officer at National University. He has also served as vice president, chief financial officer, a director of Anadite, Inc. and vice president, chief financial officer, and a principal at LAM Industries. Formerly a manager with Ernst & Whitney (now Ernst & Young), he received a bachelor’s degree in biology from California State University, Northridge and a master’s in business administration from the University of Southern California.

RiechesBaird’s "Branding Business" radio show is part of an online community,, dedicated to brand strategy, brand development and brand engagement. It is an open online forum, for branding professionals, their clients and interested prospects. Along with sharing RiechesBaird’s experience-driven expertise with an unmatched portfolio in the BtoB world and thought leadership through a variety of interactive opportunities, it is designed to bring together the best minds in branding and provide an engaging conversation about branding as a business tool. Branding Business includes the latest blog articles, lively debates, topical discussions, critical inquiries, answer to questions and questions to answer.

“‘Branding Business’ is not merely a tag line or ‘shorthand’ for our BtoB expertise,” said Ray Baird, co-founder and president of RiechesBaird. “It’s a corporate branding methodology that embraces business strategy to enhance business performance. Our vision is to create the world’s most successful brands, and our mission is to find greatness and promote it fearlessly. is a natural extension of our work, and a valuable place for businesses to discover real-world insights that help drive business forward and improve market share.”

The "Branding Business" radio show features the firm’s co-founders, Rieches and Baird, and principal Alan Brew as they interview influential CEOs and discuss and analyze the latest news and trends in the world of branding and branding strategies. From BP’s five minutes of shame to healthcare business branding strategies to analyzing the outlook for 2012 and the power of differentiation, these gentlemen share their insights and knowledge of branding in today’s ever-changing business environment.

RiechesBaird, a leader in corporate branding, specializes in building the value of BtoB companies like American Airlines Cargo, Toyota, Sharp and Linksys, a division of Cisco. With offices in California and New York, they provide local service to their ever-growing group of marquee clients on both coasts.

These success stories helped secure RiechesBaird’s inclusion in the “Top Small Agency” rankings by BtoB Magazine. Their prestigious “BtoB Top Agencies Special Report” includes agencies that have a significant amount of BtoB business, key clients and range of services. The magazine noted that over the last year RiechesBaird increased revenue by 25%, opened a New York office, added new clients including Constellation Energy and ICU Medical, and launched major campaigns for American Airlines Cargo and Hoag Hospital. RiechesBaird’s campaign for American Airlines Cargo was recently honored with one of BtoB Magazine’s prestigious 2011 BtoB Best Marketers Awards as one of the best “Integrated Marketing Campaigns” in the United States.

About RiechesBaird
RiechesBaird is internationally recognized as one of the premier brand development firms specializing in business-to-business branding. Our proprietary term “Branding Business” represents both the guiding philosophical essence and our practical approach to branding as it relates to business strategy and growth. Ranked by B2B Magazine as one of the Top 10 Firms for the last decade, RiechesBaird has helped organizations such as American Airlines, Constellation Energy, Sharp, Sage Software and Toyota build leading international brands. Privately held, RiechesBaird has offices in New York and California. For more information, please visit us at or check out our thought leadership at, to learn more about branding your business. RiechesBaird can been reached directly at 949-586-1200 in California and 917-661-4842 in New York.

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Cornerstone Communications
John Christensen

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