Insights About Private Equity’s View on Branding a Portfolio Company on BrandingBusiness’ “Expert Opinion”

Kelly Ford Buckley, CMO and Partner at Edison Partners, details how private equity firms use brand strategy for their portfolio companies.

Irvine, CA, May 13, 2016 --( BrandingBusiness, a leading brand strategy agency with offices in California, New York and London, has premiered a new installment of its 'Expert Opinion' interview podcast. The new show features Kelly Ford Buckley, Chief Marketing Officer and Partner of the private equity firm, Edison Partners, sharing insights about the importance of brand strategy and research with portfolio companies.

“The recent rebranding of BFS Financial demonstrated the key role of research in brand strategy," said 'Expert Opinion' interviewer and BrandingBusiness Founding Partner, Ryan Rieches. “Kelly and I discuss the importance of creating a brand promise, the difference between verbal and visual branding in B2B brand systems and when is the best time to develop brand strategy and identify value proposition."

Ford Buckley is responsible for the Edison Edge value-added services platform and advises portfolio companies on accelerating growth and scale. Through her Sales & Marketing Acceleration Program, she focuses on helping companies with go-to-market strategy and execution, organization design, and architecting scalable marketing machines that deliver the differentiated products, market presence and strong pipelines.

A 22-year veteran of emerging and established companies with deep experience in creating marketing categories, building successful marketing organizations and developing strategies that grow Software-as-a-Service businesses, she is a technology marketer who has built her career on a passion for breaking new ground, having never held a role that someone held before her. She joined Edison from SundaySky where, during her tenure as vice president of marketing, revenue grew 3X year over year, and she established the company as the leader in personalized video.

Ford Buckley graduated from Michigan State University and serves on the board of directors for Salsa Labs, and has been recognized as one of the Best 50 Women in Business by NJBIZ.

"Expert Opinion" is a podcast and Internet radio show hosted by the four BrandingBusiness Founding Partners, Baird, Alan Brew, Michael Dula and Ryan Rieches. First launched in 2011, the interview series features top branding thinkers and business influencers from the B2B world. These interviews cover all things branding, from strategy and development to engagement and evaluation. The podcasts are a popular feature on the BrandingBusiness website. They also have a home on YouTube and are shared through various social channels as well as the monthly BrandingBusiness newsletter.

The editorial team at BrandingBusiness is eager to hear from top-notch B2B thought leaders and branding experts interested in contributing to their site, They provide the recorded interview to their guests to share with their audiences and promote via their own channels. If you would like to join the conversation in a podcast or by contributing a blog post, contact

About BrandingBusiness
BrandingBusiness is a brand strategy and development consultancy that helps B2B companies establish, assess, and position transformational brands. The company, formerly known as RiechesBaird, views brands as strategic assets that are best leveraged by integrating brand strategy with business strategy. It offers a rigorous approach to brand building, engagement and design with programs customized for unique challenges and opportunities B2B companies face. Its founding partners are sought-after brand strategists who, over the past 20 years, have worked with American Airlines, Cisco, Constellation Energy, Elsevier, Huawei, ITT, Pacific Life, Sharp, Sage Software, and Toyota Material Handling USA, among other companies. BrandingBusiness has offices in Irvine, Calif., New York City and London.
John Christensen