“At a time when the music industry was just starting to go through the transitions that are widely known today, Dave always stood out as a forward-thinking marketing executive who anticipated change and was willing to take creative risks that paid dividends”.
Forward momentum for
Modern Brands
Brand strategy + naming + Team evangelism + brand training
Welcome to Rubicon Brand Strategy. With 30 years of experience, and past partnerships with some of the biggest brands in the world, we’re ready to take on your challenges today.
What We Provide
everything you need to build
an outstanding brand
Brand Strategy
We craft powerful and practical brand strategies that set our clients apart from the competition.
Naming
Our strategic naming process for businesses, products, projects, and services is proven and effective.
Evangelism
We empower employees to become brand ambassadors, enhancing brand value and boosting morale.
Brand Training
We develop custom brand training workshops for boards and employees. We’re also available for speaking engagements.
Leadership
We integrate into organizations as a fractional Chief Marketing Officer, managing teams and overseeing strategy and tactics on a daily basis.
Explore
Services
Featured Work
Work That Walks the Talk.
Proven Excellence in Brand Strategy
Client Testimonials
Jordan Katz, Former EVP, Commercial Strategy Take-Two Interactive
Tim Hempleton, Brand Director, Dr, Oetker
“We were amazed how Dave translated the big amount of information into real insights and that it was presented in a very structured and nicely visualized manner. We now have a very good basis for all the work that’s coming up”.
Glen Ward, Founder of Rhythm and Relief
“You hit it out of the park. You captured the essence of the big idea and opened the doors. This is going to be something meaningful, and I want and need you there with me”.
Wayne Scholes, Chairman Really Epic Dog and owner of The Homestead.
‘I know nobody who is better at brand than Dave. I don’t say that lightly. There are some good people out there. Dave is the best”.
Scott Campbell, Media, Entertainment & Telecom Industry Lead for North America at SAP
“Dave’s unique creative energy and strong understanding of marketing would be an asset to anyone seeking to build a strong brand”.
Dee McLaughlin, Former Chief Marketing Officer, MTV Networks’ CMT Channel
“Dave led the rebranding of MTV Networks’ CMT and did a superb job. I’d have no hesitation in recommending Dave and Rubicon Brand Strategy to any brand”.
Meet Dave Alder
Founder and CEO, Rubicon Brand Strategy
Rubicon Brand Strategy is led by former Virgin Entertainment Group CMO, Dave Alder.
Dave spent six years as CMO of Virgin’s Entertainment Group, where he led a global team to craft bold strategies, spark innovation, and deliver results all with a relentless focus on the consumer. As a seasoned brand strategist and consultant, he’s driven game-changing initiatives that truly connect with audiences.
With a strong background in top brand agencies and a knack for collaboration, Dave is often brought in as a go-to expert—whether it’s shaping winning RFPs or leading the brand vision on complex projects. He’s not just involved; he’s the lead partner on every engagement.
At Rubicon, the model is lean, smart, and tailored. By working with a trusted network of long-time partners, clients get exactly what they need , no excess, no fluff.
Dave’s approach is rooted in sharp strategy and creative innovation, helping companies uncover their brand’s core power and turn it into market momentum. From brand strategy to internal activations, everything is built to drive business growth and impact.
He works globally, and has handled projects spanning the US, UK, Japan, Germany, Canada, Australia, Ecuador, The Netherlands and South Africa.
Why Rubicon
We Build Brands That
Refuse to Blend In
At Rubicon, we partner with brands ready to lead, not follow. We’re here for those who challenge convention, seek purpose, and know that good design starts with good thinking. Our work is rooted in strategy, elevated by creativity, and driven by results.
We don’t do one-size-fits-all. Every identity, every website, every word is crafted to reflect who you are — and where you’re going. We cut through the noise with clarity, helping you define your position and design experiences that connect on a deeper level. When you work with Rubicon, you’re not hiring a studio. You’re gaining a strategic partner committed to making your brand unforgettable.
Get In Touch
We work with founders, marketers, and brands who are ready to lead not follow. Let’s make something powerful together.