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About SALT : What We Do : The Principals : Board of Advisors
Who We Are
SALT is a full-service branding, design, and communications company that creates leading brands through incisive strategies, original names, unique creative, tangible experiences, practical implementations, and comprehensive brand management services.
SALT believes in the value of integrated solutions. Businesses need a clearly defined brand proposition, a driving vision, and a distinctive execution. SALT can work with you to make it happen. SALT believes that every client really is different and that every situation requires an individually tailored solution. We like to keep things simple and let the results speak for themselves.
SALT is the essential ingredient for branding leaders.
Our Services
Strategy
Brand Positioning. Brand Architecture. Future Proofing and Transition Strategies. Experience Mapping.
New Product Development. Research Management. Tell me more
Naming
Brand Naming. Naming Architecture Systems. International Linguistics. Trademark Law. URL Purchasing. Tell me more
Design
Corporate Identity. Visual Language Systems. Print and Collateral Systems. Web Development. Multimedia.
Retail, Tradeshows and Events. Packaging. Promotions. Tell me more
Communications
Brand Launches. Marketing Campaigns. Relationship Programs. Sales Tools. Messaging Strategies. Content and Guidelines. Tell me more
Advertising
Brand Campaigns. Broadcast. Print and Digital Media. Media Planning and Buying. Direct Mail Campaigns. Campaign Management. Tell me more
Culture
Brand Training and Education. Brand Experiences and Events. Internal Communications Programs. Brand
Management Tools. Tell me more
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Rick Herrick : David Neugebauer : Paul Parkin : César Chin
Rick Herrick
Believing that creativity and business go hand in hand, Rick majored in Music and Economics at Dartmouth College before starting his career in branding and advertising.
Degree in hand, Rick moved to New York City where he started a band, attended New York University’s Management Institute and went to work at Chiat/Day. In 1990 he moved west, accepting a transfer to the agency’s office in Venice Beach, CA.
After 5 years at Chiat/Day, Rick left to become a Vice President at Saatchi & Saatchi in Los Angeles, before moving to San Francisco where he accepted a Director-level position at Goldberg Moser O'Neill. Rick left advertising to join the management team of Interbrand’s San Francisco office before becoming a founding member of MightyWords and SALT.
Rick’s experience spans multiple industries and his branding credentials include American Express, AT&T, Dell, Heavenly Ski Resort, Java, Hewlett-Packard, Microsoft, MightyWords, National Car Rental, Pacificare, Palm, Sempra Energy, Sonicare, Sun Microsystems, 3Com, and Toyota.
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David Neugebauer
A native of the Bay Area, David holds a Bachelor of Science Degree in Marketing from San Diego State University. After graduation, David spent over two years in Tokyo where he was instrumental in the strategic promotion of corporate programs for Bilingual Communications, one of Japan’s preeminent communication firms.
A founding member of MightyWords and SALT, David was also a member of the managing team at Interbrand’s San Francisco office.
David is well-versed in brand strategy, creative naming, and trademark law. He has created leading brands for some of the world’s leading companies and brings a unique perspective to any branding project.
From pharmaceuticals to banking, software services to hardware manufacturers, David has a breadth of branding experience. Some of his credentials include Alza, Blue Cross of California, Fatbrain, Genentech, Hewlett-Packard, Medem, Microsoft, MightyWords, Nissan Motors, Phoenix Technologies, Sempra Energy, Snowball, Unicare, and 3Com.
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Paul Parkin
A founding member of MightyWords and SALT, Paul was Creative and Managing Director of Interbrand’s San Francisco office where he worked on the naming and brand development for Fatbrain. Paul has broad experience across multiple business sectors including technology, utilities, financial services, healthcare and the internet; working for clients like 3Com, Palm, Hewlett-Packard, Sun Microsystems, Qualcomm, Sempra Energy, and Blue Cross of California.
Prior to Interbrand, Paul was a director at Rodney Fitch, building and expanding the Virgin brand, and repositioning organizations like the BBC. He has worked for leading branding consultants including Landor Associates and Wolff Olins; creating identities for British Airways, Norwegian Telecom, EuroTunnel, Unitas, Forte, and the Portuguese Tourist Board.
A designer by training, Paul graduated with honors from St. Martin’s School of Art in London, received his Master’s Degree at The Royal College of Art, and lectured in China after being awarded the Royal Society of Art’s Design Award. With former addresses including London, Barcelona, and Paris – plus many trips to East Asia – Paul brings a broad international understanding to his creative solutions.
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César Chin
After graduating Magna Cum Laude from the Graphic Design program at Arizona State University, César moved to San Francisco to start his career in branding and visual communications at Landor Associates; where he worked on a range of projects spanning from packaging for Philips and Xerox, to creating visual identities for Sony and Varig Brazilian Airlines.
After working on numerous global brands, César left Landor to help start Interbrand’s San Francisco office. As a senior design director, he led a team of designers in setting a standard for the new studio.
Having gained rich experience from two of the world’s largest branding firms, César decided to follow his entrepreneurial spirit. He ventured out on his own, founding Protopod Design – a boutique design firm specializing in interactive and print design. Upon the launch of SALT, he teamed up again with his old colleagues and became part of the new company.
He has since become the primary creative lead on many of SALT’s most important projects including Microsoft, Coca-Cola, Mobile 365, and Disney. His breadth of experience from environmental design to interactive branding, has been instrumental in helping SALT build robust and comprehensive branded experiences.
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Fred Goldberg : Prof. Kevin Lane Keller : Janice Roberts
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Fred Goldberg Founder, CEO and Chairman of Goldberg Moser O'Neil, Advertising
Fred Goldberg was Chairman/CEO/Founder of Goldberg Moser O'Neill – purchasing Chiat/Day San Francisco in 1990 and growing the creative award-winning agency to over $500M in billings over the next 10 years with clients that included Dell Computer, Dreyer’s Ice Cream, Kia Motors, Coca-Cola and Cisco Systems. Fred sold GMO to the Interpublic Group in 1996. From 1982 to 1990 Fred was President of Chiat/Day San Francisco and Chief Operating Officer for Chiat/Day Los Angeles – arguably the greatest creative agency during this period of time with clients that included Apple Computer, Nike, Nissan, General Electric and Pizza Hut. Prior to that Fred worked at Young & Rubicam for over 15 years in Los Angeles and New York. He graduated from the University of Vermont in 1962 and the NYU Stern Graduate School of Business in 1964. Fred retired in 2000 but continues to be active for a number of profit and non-profit organizations.
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Prof. Kevin Lane Keller E. B. Osborn Professor of Marketing at the Amos Tuck School of Business Administration at Dartmouth College
Kevin Lane Keller is E. B. Osborn Professor of Marketing at the Tuck School of Business Administration at Dartmouth College. Keller’s academic resume includes degrees from Cornell, Duke, and Carnegie-Mellon universities, award-winning research, and faculty positions at Berkeley, Stanford, and UNC. Kevin has served as brand confidant to marketers for some of the world’s most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, Procter & Gamble, and SAB Miller. His textbook, Strategic Brand Management, has been adopted at top business schools and leading firms around the world. With the 12th edition published in March 2005, he is also the co-author (with Philip Kotler) of the all-time best-selling introductory marketing textbook, Marketing Management.
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Janice Roberts Managing Director of Mayfield Fund
As a Mayfield Managing Director since 2000, Janice Roberts primarily invests in networking components and systems, mobile communications and consumer-oriented investments; providing portfolio companies with general management counsel, marketing expertise and a global perspective. Janice currently serves on the boards of Convedia, QuickOffice, Phonebites, Pixim, PlayFirst, SunRocket, and Ubicom. She led Mayfield’s investment in Mobileway and its subsequent merger with Inphomatch to form Mobile 365, the world leader in mobile messaging. Most recently Janice served on the Board of Peribit Networks acquired by Juniper Networks (JNPR). Prior to joining Mayfield, as president of 3Com Ventures, Janice built a successful and synergistic early-stage investment portfolio for 3Com Corporation. She also led 3Com’s Global Marketing and Business Development Operations and led a number of new business initiatives, including the highly successful Palm Computing subsidiary. Janice serves on the advisory boards of the Entrepreneur’s Foundation (EF); the Forum for Women Entrepreneurs (FWE), which supports women-owned and managed businesses; and the INSEAD Business School US Council.
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