Kevin Randall is deeply experienced in brand strategy, focusing on naming, architecture, and brand measurement. He has worked on the agency side and, for many years, on the client side, at UL Solutions.
He has led brand strategy at UL Solutions, a world leader in testing and certification. During 8 years at the company his work was part of a transformation of the brand. It included a new name and brand positioning (Safety Science), brand architecture and brand measurement system. This contributed to significant revenue growth resulting in the company’s going public (ULS) in 2024 and an impressive stock performance since.
Kevin has created business-building brand strategies and names for Global and Fortune 500, B2B, tech startup and healthcare organizations over several decades. Prior to UL Solutions, he led brand strategy and research for clients including Abbott, Cancer Treatment Centers of America, Cardinal Health, ICE (owns NYSE), Molex (owned by Koch Industries), Pfizer, Sealed Air, Siemens and Tektronix (owned by Ralliant). He has advised SpaceX’s leadership on naming.
At Interbrand, Kevin directed engagements across all industries, focusing on new products and companies, including strategy, naming, creative, and research. His clients included Abbott, Adient, Alcatel, Bayer, Capital One, Eveready, Ford, GE, Imation, Kellogg’s, Motorola, Nationwide, Pfizer, Qualcomm, Roche, S.C. Johnson, SeaWorld, 3Com, 3M and Smucker’s.
Kevin writes on brand, marketing and innovation for The New York Times (3x Page One, Dalai Lama interview), The Economist (Elon Musk interview), Vanity Fair, The Washington Post, WIRED, Harvard Business Review and Fast Company. He and Donald Trump have been quoted (point and counterpoint) in Forbes on the mogul’s brand value. The Times has quoted him on neuromarketing. Kevin has been invited to speak at Google and Telefónica and has appeared on CNBC’s ‘Squawk Box’ (interviewed by Andrew Ross Sorkin and Joe Kernen), Southern California Public Radio and CBS Sports Radio. He has appeared in Philip Kotler and Kevin Keller’s classic marketing textbook.