Founder of three successful businesses, Coupland has been an entrepreneur for more than two decades. As a co-founder of Blacksheep Strategy, a Canadian branding firm, he is the original author of the firm’s branding process, designing the tools and systems used to help major corporations solve their branding challenges. Prior to Blacksheep Strategy, Coupland invested 16 years growing a full-service advertising agency into one of western Canada’s largest integrated communications firms.
As a branding and strategic communications resource to hundreds of clients over his career, Coupland has depth of experience across dozens of sectors ranging from technology, global media, and professional sports, to government, financial services, charities, conservation, heavy equipment, the arts, and agriculture.
A sample of organizations that Coupland has completed projects for include: Human Resources and Skills Development Canada, Canadian Tourism Human Resources Canada, John Deere / Nortrax (USA and Canada), Scotiabank, Cargill, Shopper’s Optical, Monsanto, IBM, Agricore United, United Way Canada, CanWest Global, Winnipeg International Airport, Ducks Unlimited Canada, New Flyer Industries, Viterra, and the Canadian Museum for Human Rights.
From new start-ups to multi-billion dollar corporations, Coupland has helped many organizations solve their brand-related challenges. He has unique expertise in the area of brand architecture (the organizing and managing of a corporations’ brand portfolio). He also has extensive expertise in helping post-merger companies to form a new identity, establish a new name, create a brand strategy, and launch their new brand.
Coupland is frequently quoted in leading North American branding and business trade journals and is an experienced public speaker on various branding and marketing topics. He is also a proud board member of The Manitoba Theatre Centre.