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Ed Lebar

Ed Lebar, Founding Partner

A 40 year veteran of marketing, Ed Lebar with Max Blackson is launching BlackbarConsulting. Their focus is building  consumer brand relationship.  Their analytic models and creativity stress building customer franchises, improving pricing power and raising market valuation multiples. The foundation is working both parts of Consumer brand reltaionships;  brand attributes and brand experiences

Ed was founder and  CEO of  BrandAsset® Consulting and the BAV model across all lines of business and around the world. Ed returned to Y&R in 1995 to help grow BrandAsset® Valuator into the largest brand model and database in the world. Ed also guides the development of all BAV alliances and joint ventures including Stern Stewart’s, BrandEconomics consultancy, Sequent Partners and partnerships with  leading marketing science professors at the most renown business schools  in the country.

Under   Ed’s leadership, the the BAV analytic group, has developed many proprietary products including MediaBAV®, BrandResonance® and Brand Elasticity, StarBAV®, BAV touch point analysis, and Brand Archetypes as well as multiple methods of valuing brands and branded businesses.

Ed often guest lectures at some of the most prestigious graduate business schools in America : Tuck School of Business at Dartmouth College, Columbia Business School,  Northwestern University, Cornell University and University of Michigan. Ed has  co authored pieces in academic journals and a new book, The Brand Bubble, was published by Wiley in the fall of 2008. and voted third best business book by Amazon.com.

Ed’s experience includes working with such clients as P&G, Kraft, AOL Time Warner, KFC, Kodak, Verizon Microsoft, Yahoo! New York Times and Wall Street Journal.  Before his careers in marketing, finance and advertising, Ed was a professor of economics at CCNY and Finch College.  He holds advanced degrees in economics from NYU and the University of Denver, and a BA from Syracuse University.

Max Blackston
Max Blackston

Max Blackston, Founding Partner

Max is a brand strategist, market researcher and consumer psychologist with a long track record of innovation in the consumer sciences.  He was one of the first in the field to successfully operationalize models of consumers’ decision processes, and it was Max who first conceptualized a theory of Consumer Brand Relationships more than 25 years ago.

While being a leading innovator, Max has always worked in an operational business framework, and has had substantial experience of all of the marketing disciplines. He headed up Research International companies in England and Italy, and was SVP Head of Planning and Research at Ogilvy & Mather, New York.  In addition, Max was European Marketing Director for Soda Club – predecessor of home-carbonation company, Soda Stream – and a consultant to BrandAsset Valuator at Y& R New York.

Over the years, Max has made considerable contributions to the marketing sciences, in the form of journal articles, conference papers, book chapters and white papers. His published works cover areas as diverse as micro-behavioral modeling, setting up single location telephone interviewing for multinational research, implementing the account planning process in an advertising agency, and building Consumer Brand Relationships.

His seminal paper on CBR, presented at the 1993 UK Market Research Society Annual Conference, won the “best paper” award, as did his 1995 ESOMAR paper on using Cognitive Response Analysis for advertising pre-testing.

Max now splits his time between New York and Jerusalem, Israel where he is a licensed tour guide.

Marvin Waldman, Partner

Marvin Waldman

As a partner of BlackBar Consulting, Marvin brings his expertise in business and communication strategy, award winning creative, and professional cultural critique.  Marvin’s contributions range from application of his strategic and creative expertise to everything from formulation of strategy, research design, and analytic plans through the development of creative expression of research findings.

Marvin is  the president and founder of The Shadow Group, a creative and strategic marketing firm which serves both for and not-for-profit organizations.

He helps his clients with strategy and execution in both traditional and new media, including video production.

Prior to The Shadow Group, Marvin was at Young & Rubicam Advertising for seventeen years. He began as a copywriter and eventually became an Executive Creative Director, Executive Vice President.

He was a member of the Crystal Group which did strategy and advertising for Bill Bradley’s Presidential Campaign. Marvin also consulted for President Obama’s 2008 and 2012 campaigns,  Hillary Clinton’s 2016 campaign, and Steve Bullocks run for President in 2020.

Since 2002 Marvin has been professor at Pratt Institute in their graduate Design Management Program. In addition, as of September, 2017 he’s been an adjunct professor in the graduate Integrated Marketing Program at NYU.

Marvin’s stories and poems have been published, both on and offline. A one-act play he wrote was produced and ran in libraries throughout  Long Island.
Marvin also was a volunteer fireman and a  student and performer at the Upright Citizen’s Brigade, a comedy improvisation theater in New York.

His  goal is to keep doing the things he’s doing until he gets bad at doing them.

Specialties: New Business, writing, brainstorming/idea generation, branding, strategic and creative direction (new and traditional media) and video production.