andris pone, president


Andris Pone is co-author of the Globe and Mail #1 bestseller, Brand: It Ain’t the Logo* (*It’s what people think of you™).  He envisions a world in which every person can share their unique gifts in pursuit of their livelihood, earn every cent of the value they make their brand worth, and feel completely validated by the contributions they give and the recognition they receive.


Supporting this vision is the Coin mission of helping organizations differentiate from the competition and drive results by articulating a value proposition that unleashes employees’ full potential.


Andris is praised by clients as a thoughtful, articulate facilitator and world-class wordsmith – as someone deeply passionate about leading them to the very best business result by helping them challenge assumptions and think outside the box.


He has worked on brand positioning, vision/mission/values and naming assignments in a wide range of industries and for major organizations including Four Seasons Hotels and Resorts, Interbrand, Intel, Bombardier, Canadian Tire, EllisDon, Kinross Gold, Purolator, Fairmont Hotels & Resorts and the Richard Ivey School of Business.


Especially deep industry experience is in health care – with clients including Revera, the Ontario Hospital Association, the Governance Centre of Excellence (GCE), HealthAchieve, Morneau Shepell, York Central Hospital, Responsive Management Group and William Osler Health System.


Financial and insurance are additional verticals of especially extensive experience, including with Sun Life Financial, Jones Brown, AON, Noraxis Capital, RSA, KingSett Capital, Home Trust, Innovacorp, BMO Nesbitt Burns and RBC Wealth Management.


Andris serves as communications chair on the board of directors of Epilepsy Toronto, the organizers of Scotiabank BuskerFest.  He is often quoted in the National Post, has written opinion pieces for Marketing magazine and appears as a branding expert on the Business News Network. He attended Saint Mary’s University and graduated summa cum laude with a degree in Political Science.  He also holds an MBA, with specializations in Marketing and Strategy, from the Schulich School of Business.

“Andris’ steady insistence to make us explore numerous ideas outside of the box ensured that we attained a first class result for our rebranding project.”