Ted Matthews is an accomplished author, speaker, and brand expert with 30 years of experience in marketing communications and brand coaching. After studying advertising at OCAD University, Matthews founded and ran a marketing communications company that worked with Fortune 500 clients and employed up to 80 professionals. Later, he became the SVP Brand Coach for one of his former clients where he realized that professional managers are not taught what a brand really is in business school. To address this educational oversight, he wrote a best-selling book that clarifies brand for CEOs by outlining 3 Rules and 3 Tools of Branding. Matthews believes that brand is the greatest value creator, and his mission is to help leaders and organizations leverage its power to engage employees and customers and grow their businesses. Matthews is currently an author and coach at Instinct Brand Equity Coaches where he helps leaders and team members to understand the importance of a brand.