Eric Tsytsylin

About Eric Tsytsylin

The connecting thread of my career is a desire to build global brands that are both disruptive and enduring, and to support others who strive to do the same. I\'m fascinated by brands as artifacts and creators of culture and windows into the human mind—and the keys to energized employees, inspired communities, and extraordinary financial growth.The danger lies in equating \'brand\' with visual identity and marketing—or worse, positioning it as antithetical to product, people, or performance. Brand is everything a company makes, says, and does. It\'s the way a product is packaged and priced. It\'s how it feels to walk through a store or buy something online (and how seamlessly the two connect). It\'s one interaction that one customer has with one employee at one moment in time, multiplied millions of times over. It\'s the format and tone of a recruitment letter. It\'s how an executive comes across to investors and the press.It\'s impossible to fully control all of these individual elements without descending into tyranny. But by taking this more expansive view of brands and coupling it with a clear vision and ambition, leaders have at their disposal a filter for decision-making, a guide to incentivizing the right behaviors, and a nucleus of coherence in an otherwise messy, complicated world. Whether I\'m helping formulate a global strategy, define an innovation roadmap, or craft an e-mail, this is the view I strive to take—one that I believe is required if we are to fully unlock the power and potential of brand

Experience

1. Partner, Brand Strategy

   Lippincott

   Aug 2022 — Present · NY, US

   For nearly a century, Lippincott has helped create, evolve, and re-energize some of the world\'s most iconic brands. And at a time when many chase shiny objects and buzzwords du jour at the expense of critical thought, our enduring commitment to the fundamentals of strategy, brand-building, and design is vital. I\'m excited to partner with companies of all shapes, sizes, and stages to define and codify their brands, and ensure that they materialize into true value for all stakeholders.

Education

• Stanford University Graduate School of Business

  Master of Business Administration (MBA)

  2012 — 2014

• Bronx High School of Science

  H.S. Diploma

  2002 — 2006

• Yale University

  BA, Cognitive Science

  2006 — 2010

Skills

• Consumer Behaviour
• Project Management
• Strategy
• Brand Building
• Brand Measurement
• Presentation Design
• Segmentation
• Advertising
• Brand Extensions
• Leadership
• Secondary Research
• Quantitative Research
• Eggs Any Style
• Brand Strategy
• Coaching
• Data Analysis
• Branding & Identity
• Digital Strategy
• Brand Implementation
• Creative Writing
• Qualitative Research
• Brand Management
• Entrepreneurship
• Market Research
• Brand Architecture
• Organizational Culture
• Analytical Writing
• Public Speaking