Larry is a veteran marketing strategist, researcher, and author. Prior to founding Conclusive he served as the Chief Branding Officer of UTA for over a decade, and founded the agency’s Brand Studio, leading to numerous high-profile branding projects and industry acclaim. He has also led strategy teams for Siegel+Gale, Octagon, and Cabana Group. He began his career in brand management at The Walt Disney Company. He is the author of two award-winning books on brand strategy. Brand Real was published by Harper Collins in 2012 and Legendary Brands was published in 2002 by Dearborn Trade. The latter was translated into seven languages.
When he is not leading engagements for Conclusive, Larry is an Associate Professor of the Practice of Marketing at the USC Marshall School of Business where he teaches deeply-waitlisted courses on product development, brand strategy, and customer insights and analysis. He received Golden Apple Awards in 2021 and 2023.