Christopher (Chris) Cureton
Strategic Alignment Champion for Growth-Obsessed Leaders
I’m Chris Cureton, the creator of The United State of Brand Design™ Framework — a strategic alignment framework built for growth-stage companies facing internal misalignment.
With nearly 20 years of experience, I've assisted leadership teams in cutting through complexity, clarifying their unique value, and confidently going to market.
Whether you’re heading toward a big launch, planning your next phase of growth, or just tired of internal confusion slowing you down — I bring the tools, facilitation, and strategic perspective to get you aligned and moving forward.
“I've had the pleasure of working with Chris Cureton for the past three years on a variety of large-scale projects, from rebranding major product lines to conducting extensive research initiatives and customer journey mapping…Chris has a unique ability to balance creative vision with business objectives, ensuring that every project delivers not only beautiful design but also meaningful, results-driven impact (award-winning impact, in fact!).”
- Julie Williams, AVP Marketing, Americas, CRC Industries
What I Offer
For CEOs
I help you align product, marketing, and sales around a clear, shared strategy so you can scale without confusion or waste.
For Marketing Leaders
I help you clarify the brand strategy, sharpen the messaging, and connect strategy to execution across teams.
For All Executives
I offer tools, facilitation, and hands-on strategic design that removes guesswork and builds lasting alignment.
How I Get Started
1. Assessment
I help you identify what’s working, what’s misaligned, and where the biggest opportunities are hiding.
2. Alignment
I facilitate a shared view across executive leadership — especially marketing, product, and sales.
3. Activation
I help you launch with structure and messaging that actually drives results for your business in the short and long-term.
Why Now?
Most companies don’t fail from lack of effort — they stall because they’re almost aligned.
That “almost” creates confusion, duplication, and momentum-killing delays. I help you fix that — fast.
| Status Quo | Dream State | |
|---|---|---|
| Strategic Clarity | Only 23% of execs say their teams are aligned. Predictive Index |
100% alignment. Shared narrative across leadership. |
| Revenue Impact | Misalignment costs 5–10% in revenue. LSA Global |
Growth of 30–58% faster, +38% win rates. HubSpot |
| Execution Efficiency | Up to 40% loss in execution. HBR |
Streamlined GTM execution. No duplication or rework. |
| Team Cohesion | Only 37% understand strategy. Gallup |
Cross-functional trust. Lower turnover and shared language. |
| Decision Velocity | Slow, politicized decisions. McKinsey |
Faster, strategic decisions. Clear roles and priorities. |
| External Positioning | 60–70% of content unused. SiriusDecisions |
Consistent GTM messaging. Clarity for buyers and investors. |
Predictive Index
Shared narrative across leadership.
LSA Global
HubSpot
HBR
No duplication or rework.
Gallup
Lower turnover and shared language.
McKinsey
Clear roles and priorities.
SiriusDecisions
Clarity for buyers and investors.
Why Chris Cureton?
“Chris worked closely with myself (the CMO) as well as our CEO, Head of Sales and Chief Operating Officer on updating our companies brand strategy. He played a pivotal role in guiding us to both simplifying and elevating our brand and our portfolio of product brands in a way that helped us both internally to unite our teams but also commercially present a cohesive story (on a highly complex, ever-evolving B2B business) that drove phenomenal growth.”
- Jim Piazza Jr., Chief Marketing Officer, NSI Industries
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Global Leader of Maintenance and Repair Products: I led the team that grew the sales of the company’s leading brand by at least 25%; gaining market share critical to the endurance of the company
Global Financial Technology Provider: I led the foundational brand strategy development; the company went on to increase their revenue from $1.76B to $2.22B post engagement
Leading Golf Grip Manufacturer: I helped successfully build a bold but brand appropriate product launch strategy for an innovative product – a critical and defensive move to take back share from a challenger brand
Growing National Trailer Manufacturer: I designed the visual identity and key communications; helping kickstart a significant growth period for the company that led to a $35M facility expansion 3 years later
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Growing Manufacturer of Electrical, Building Technology, and HVAC Products: I led a repositioning and brand relaunch that transformed the company from an electrical parts brand to a holding company connecting distributors and end users to market leading electrical, HVAC, and building technology brands; the increased value facilitated acquisition of the company 2 years later
Leading Home Improvement Retailer: I designed the logo for a now popular private label cleaning product brand
Leading Database Management Provider: I designed the visual identity and key communications; helping increase the value of the company, and facilitate its acquisition 2 years later
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Pro-Preferred Tool Manufacturer: I led the development of a new messaging platform to relaunch a cordless power tool line. The platform and launch was so successful that the company adapted and applied it to the rest of their product lines
Leading Global Provider of Fishing Products: I led the identity refinement, and development of brand guidelines for market leading brands that had been acquired; clearly defining differentiation and creative direction for each brand, and paving the path for scalability and internal implementation
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Go-to-Market Impact
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Examples:
Growing Manufacturer of Electrical, Building Technology, and HVAC Products: I led a repositioning and brand relaunch that transformed the company from an electrical parts brand to a holding company connecting distributors and end users to market leading electrical, HVAC, and building technology brands; the increased value facilitated acquisition of the company 2 years later
Leading Home Improvement Retailer: I designed the logo for a now popular private label cleaning product brand. Case Study →
Leading Database Management Provider: I designed the visual identity and key communications; helping increase the value of the company, and facilitate its acquisition 2 years later. Case Study →
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Examples:
Growing Manufacturer of Electrical, Building Technology, and HVAC Products: I led a repositioning and brand relaunch that transformed the company from an electrical parts brand to a holding company connecting distributors and end users to market leading electrical, HVAC, and building technology brands; the increased value facilitated acquisition of the company 2 years later
Leading Home Improvement Retailer: I designed the logo for a now popular private label cleaning product brand. Case Study →
Leading Database Management Provider: I designed the visual identity and key communications; helping increase the value of the company, and facilitate its acquisition 2 years later
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Examples:
Pro-Preferred Tool Manufacturer: I led the development of a new messaging platform to relaunch a cordless power tool line. The platform and launch was so successful that the company adapted and applied it to the rest of their product lines
Leading Global Provider of Fishing Products: I led the identity refinement, and development of brand guidelines for market leading brands that had been acquired; clearly defining differentiation and creative direction for each brand, and paving the path for scalability and internal implementation
“During our time working together, Christopher consistently demonstrated a wonderful ability to adapt while driving an elevated approach to product development and nomenclature strategy making a significant impact on the end result. He was a true partner, and exuded patience and thoughtfulness. His approach was thorough, innovative, and highly effective with great attention to detail.”
- Audrey Rodriguez, Head of Global Brand Marketing, Golf Pride
Go-to-Market Skills
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Decades of experience that includes:
Go-to-Market Strategy Development
Identity System Design
Communications
And Complementary Skills:
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I have led dozens of successful creative efforts and deliverables produced by various teams that include: product design and marketing leaders, sales leaders, researchers, strategists, copywriters, creative directors, art directors, graphic designers, photographers, models, animators, videographers, UI/UX designers, digital developers, industrial designers, and engineers.
I also facilitate workshops that accelerate the progress of business initiatives by building buy-in and consensus among cross-functional team members.
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I have supported teams tasked with driving innovation at companies like Chick-fil-A and Golf Pride; facilitating workshops, leading conceptualization, and design for their continuous improvement.
“Chris is a great collaborator and creative thinker who understands the ins and outs of successful brand development and is skilled at helping his clients bring that strategy to market.”
- Hillary Cirillo, Global Brand Strategy Manager, Sealed Air
Go-to-Market Experience
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3A Composites
Alucobond
Abbott
Alinity
Acuity Brands
Aéropostale
Baxter
Spectrum IQ
Cato
Carnival
Beer Station
RedFrog Rum Bar
Chick-fil-A
Circle K
Sea Quest
Coats
EcoVerde
CRC Industries
CRC Brakleen
Crawford & Company
Diversey
Beer Clean
Dollar Tree
Sure Scents
Domtar
EarthChoice
Lynx
Xerox Paper
Eaton
Golf Pride
Jack Henry
Kroger
Harris Teeter
LeGrand
Lowe’s Home Improvement
Moxie
Style Selections
Microsoft
Azure
Lync
MPN / Microsoft Partner Network
MSN
Office
One Drive
Outlook
Surface
Windows
Morrison Supply / Morsco
Expressions Home Gallery
Muzak / Mood Media
Myers Industries
PlayCore
Pure Fishing
Abu Garcia
Berkley
Fenwick
Penn
Plano
Shakespeare
Ugly Stik
Solid Surface Care
Tesa Tape
Xylem
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Addison Whitney
Agdata
Aptevo Therapeutics
Biodesix
Birdsong Gregory
Boltgroup
Broad Green Pictures
Chung’s Foods
Elements International
Metabo HPT
NSI Industries
Olde Mecklenburg Brewery
Oransi
Pendopharm
Precidian Investments
SteelPoint
Summit Leadership Partners
Tedor Pharma
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Glovescaler
Little Burros
Taptivate
Wrap Buddies
“I had the opportunity of partnering with Christopher as a client for two major transformation programs. He possesses a unique blend of Customer Design Focus and Business Acumen. His design leadership helped our business to truly understand the Customer Experience and apply it to create a transformational Value Proposition.”
- Shane Hill, Director, Supply Chain Transformation, Chick-fil-A
Frequently Asked Questions
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Traditional branding agencies typically focus on visual identity, messaging, and marketing collateral. My approach goes deeper by turning your brand strategy into a strategic operating system. This means aligning leadership, messaging, and execution across the entire organization — not just marketing. It’s about creating a system that helps the whole company move forward together.
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Brand is often misunderstood as only marketing. In reality, a strong brand strategy serves as the foundation for business alignment. When integrated as a strategic operating system, brand guides decision-making, communication, and execution across departments — helping sales, marketing, operations, and leadership work in sync.
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It means developing a repeatable framework that connects your vision, values, and messaging with everyday business processes. This system ensures consistent internal and external communication, aligns cross-functional teams, and accelerates strategy execution. Think of it as the engine that drives alignment and growth.
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My work is ideal for mid-size to large companies facing challenges with leadership alignment, siloed teams, or inconsistent brand messaging across departments. It’s especially valuable for CEOs and Marketing Leaders looking to accelerate growth by ensuring their entire organization works as one.
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Many clients have faced similar frustrations. Unlike surface-level initiatives, my method embeds brand strategy deeply into daily operations and decision-making processes. This creates sustainable alignment by building a shared operating rhythm that leadership and teams commit to over time.
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While true alignment and culture shifts take time, clients often see immediate benefits from diagnostic assessments and workshops — including clarity on key gaps and quick wins. These early wins create momentum toward lasting change.
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A diagnostic typically includes interviews, surveys, and analysis to identify where misalignment exists. Workshops bring leadership teams together to co-create alignment on vision, messaging, and operating rhythms. Both are interactive and tailored to your company’s unique challenges.
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I understand that budgets and time are limited. That’s why I offer flexible engagement options — from low-risk diagnostics to focused workshops — designed to deliver high impact without overwhelming your team.
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Absolutely. My work complements agencies by focusing on internal alignment and execution. Many clients maintain their marketing agencies while working with me to ensure brand strategy is operationalized throughout their business.
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I respect that time is a precious resource. My approach fits into your existing workflows and leadership rhythms, minimizing disruption while maximizing impact. Engagements are designed to be efficient and focused on what moves the needle.
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Success is measured by improved alignment across leadership and teams, consistent messaging externally and internally, faster decision-making, and ultimately, accelerated business growth. We track progress through follow-up assessments and feedback loops.
