Our Team
Brand Matters is a multi-disciplinary team of marketing leaders representing the complete range of branding expertise from market research to visual brand identity and strategic marketing planning. We are collaborative in achieving client objectives. Clients have described us as “smart, engaging, fully dedicated and a delight to work with”.
Patricia McQuillan | Ellen Cooper | Dwayne Brookson | Jeffrey Vanlerberghe | Rachael Bell
Patricia McQuillan, MBA
President & Founder, Director of Client Engagement & Brand Strategy
With a knack for strategic thinking and distilling complex branding challenges to their fundamental essence, Patricia founded Brand Matters in 2000, building on 20 years of brand management experience that includes extensive consumer packaged goods, business-to-business and executive-level financial services marketing.
With a specialization in strategic branding and a focus on key stakeholder alignment, Patricia ensures on-brand solutions in achieving client objectives.
Patricia holds MBA and Economics degrees from Queen’s University and is an active Council Member of the prestigious Canadian Marketing Association Branding & Strategic Planning Council as well as a Board member of the American Marketing Association, where she continues to leverage best practice brand-building for her clients. She also participates in the Canadian health care industry as Board Member of the MS Society of Canada, Toronto Chapter.
Access Patricia’s LinkedIn profile
Access Patricia’s detailed bio
Ellen Cooper, CMRP
Senior Research Consultant & Brand Planner
Ellen is a delight to work with and proves that details do make the difference. A highly skilled research consultant, Ellen has significant experience in designing, implementing and managing complex market research programs – both quantitative and qualitative. Ellen began her career at McKim Advertising (now BBDO) where she was a media buyer for five years and an account supervisor for an additional five years. Ellen is also a trained moderator and specializes in business-to-business focus groups and individual in-depth interviews. She has moderated on a range of subjects from the strategic, such as corporate image and branding, to the more tactical, such as the use of application forms and experience with national call centres. She holds a BA in English and is a Certified Advertising Agency Practitioner (CAAP), a member of the Marketing Research and Intelligence Association (MRIA) and a Certified Marketing Research Professional (CMRP).
Dwayne Brookson, RGD
Director of Creative & Chief Brand Architect
Dwayne is a highly skilled brand architect who is responsible for some of Canada’s most recognizable brands. He is easy to work with as he takes in multiple considerations to successfully build unique brand identities. An active member of the Toronto design community since 1988, Dwayne is a highly accomplished designer and art director who has worked extensively in several industries on high profile rebranding initiatives including the University Health Network, BMO Financial Group and the Toronto Stock Exchange.
Jeffrey Vanlerberghe, RGD
Senior Designer & Creative Strategist
Jeffrey is a true creative force with over 20 years experience in corporate design and art direction and has been a significant player in the Toronto design industry. Jeffrey’s work has garnered numerous awards for visual identities, annual reports and corporate marketing collateral. Jeffrey’s work has been recognized by the Applied Arts Awards, Advertising and Design Club of Canada and Grapheme Quebec. In the financial community his annual reports have been recognized through the ARC Awards and the Financial Post Awards.
Rachael Bell
Senior Copy Writer & Brand Naming Specialist
Rachael is known for her break-through naming approach and capability. She has worked as a writer and copy editor in corporate and marketing communications for over 20 years. On the brand side, Rachael has contributed extensively to brand positioning strategy, corporate and product naming, brand voice and language, and the creation of brand standards guides. Her creative copy editing skills are often called on when there is a need to simplify complex information or better align communications to brand voice. Some of Rachael’s better known clients, specific to branding, are McCain Foods, BMO Financial Group, Campbell Company of Canada, LoyaltyOne (AIR MILES), Rogers Communications Inc., Sun Life Financial, Nestlé Canada Inc., Mark Anthony Brands and Safeway Inc.