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Steve Rivkin

Steve Rivkin founded Rivkin & Associates, Inc., a marketing and communications consultancy, in 1989. He has a diverse background in marketing, advertising, naming, identity, corporate communications, public affairs and journalism.

Mr. Rivkin is the co-author of five books:
The New Positioning (1996), the sequel to the international bestseller that introduced the concept of positioning.
  The Power of Simplicity (1998), a guide to coping with the complexity of marketing management issues.
  Differentiate or Die (2000), on finding and exploiting your unique selling proposition.
  IdeaWise (2002), a guide to collecting, borrowing and adapting new ideas.
His latest book, The Making of a Name (2004), is described by published Oxford University Press as the definitive book on how brand names mark our lives.

In the naming arena, his firm has completed assignments for such companies as AquaGlass, Chanel, Kraft Foods, Loctite, Monsanto, Pfizer, Premio Foods, Quantra Corp., Seagram and Tiffany & Co.

Prior to forming his own firm, Mr. Rivkin spent 15 years with Trout & Ries Inc., the prestigious marketing strategy firm known for its pioneering work in "Positioning" and "Marketing Warfare."

Mr. Rivkin is an experienced workshop leader, facilitator and public speaker.
He has spoken on the subject of naming at hundreds of seminars and conferences. His firm produces a biennial survey of how American companies develop names. He is widely quoted in magazine and newspaper articles on the subject, and has been profiled in such publications as Marketing News, United States Banker, Business Marketing, Nation's Business, The Seattle Post-Intelligencer, The Bergen (New Jersey) Record, and The Kuala Lumpur (Malaysia) Star.

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