Craig Wilson—Author, Strategist, and Loyalty Architect
Entrepreneur, consultant, author, and coach, Craig Wilson is a leading authority on loyalty, brand development, and direct marketing. He counts some of the world’s most iconic brands in his list of experience, including Patagonia, Seventh Generation, goop, The Office of Angela Scott, Natuopathica, among others. He is the author of The Compass and the Nail in which he presents The Brand Ecosystem Model, which defines how companies, governments, and institutions relate to their end users, illuminating how to leverage the phenomenon of “following.”
Craig consults, teaches, and conducts workshops on optimizing human interactive experiences. Craig is a three-time NCAA National Championship coach, the co-author of a peer-reviewed study on advocacy, and the founder of Compass and Nail, a strategic consultancy focused on the importance of cultural empathy in brand relationships in the new global economy. Craig serves as advisor to boards for businesses featuring emerging models of sustainability and social responsibility. He is a sought after speaker and has lectured on the topic of loyalty and advocacy as the basic tenet of business strategy at the University of Southern California, the University of California, and Pepperdine University’s Graziadio Graduate School of Business, among others. The Compass and the Nail is his first book.
Speaking Engagements
From Brand to Cult, Built Up Festival, Built Oregon
Brand Ecosystem Training, The Nature Conservancy
Architecting Loyalty Workshop, Los Angeles Cleantech Incubator
From Brand to Cult, Los Angeles Cleantech Incubator
IBD Summit
Architecting Loyalty , Grassroots Connect
LA Wisdom 2.0 Conference
Creating Brand Cheerleaders, NorWest Venture Partners
The Brand Ecosystem Model, Grassroots Connect
Purpose Driven Scale, USC, Marshall School of Business
Purpose Driven Loyalty, University of Oregon, Lundquist College, Center for Sustainable Business Practices
Loyalty Strategy, University of California Santa Barbara
Coming to America, Diamon Retail Expansion Seminar, Stockholm, Sweden
Communicating Brand Value, Food Trade Sustainability Leadership Association
How to Create Advocates, Graziadio Business Review Podcast
The Customer Life Cycle, Pepperdine University, Graziadio Graduate School of Business
How Loyalty Works, Pepperdine University, Graziadio Graduate School of Business
Multichannel Marketing, Shop.org, National Retail Federation
Building Brand Loyalty, American Marketing Association (AMA)
Metrics that Drive Multi-channel Benefits, eTail
How to Design a Relevant Brand, L’Oreal, Global eBusiness Summit Paris, France
Take Back Your Brand, Shop.org
Word of Mouth Effect, Internet Retailer Conference
Engaging in a Site Re-Design Regardless of Critical Success, eTail
Patagonia Case Study, Direct Marketing Association (DMA)
Brand Strategies as Applied to Ecommerce, University of Southern California
Workshop on Merchandising for Retention, Marketing Sherpa
Strategies in Ecommerce Marketing, University of California, Santa Barbara