Client Access

Brandlogic creates ESOP, now the only major branding firm fully owned by its employees

Brandlogic, the leading independent branding firm, has implemented an Employee Stock Ownership Plan (ESOP), making it the only major branding firm to adopt this structure. This move means that Brandlogic is now 100% owned by its employees.

Hampton Bridwell, President and CEO of Brandlogic, explains why the firm chose this path: “Since its founding in 1977, Brandlogic had been owned by a small number of partners. As that partnership structure has evolved over the years, we were searching for a new model to share the success of the firm. The ESOP is a terrific way to chart our future ownership. Through the adoption of the ESOP, we are now able to distribute equity more broadly, making the company more attractive to current and prospective employees and at the same time, create a platform for future growth.”

The ESOP structure has been instituted by 11,500 companies in the U.S., in many cases for closely held businesses. The bar for implementing an ESOP is very high and a company must demonstrate its ability to create value for its employees. Working closely with Barker Consulting and CSG Partners, Brandlogic created a plan that works for both the company and employees. ESOPs do more than give employees a share in the business; they also help enhance employee morale, encourage a deeper commitment to the firm and create a more sustainable future for the company.

Bridwell believes this move will benefit both Brandlogic’s clients and employees alike. "Unlike the agency-owned branding firms, who are driven largely by shareholder concerns, this unique ownership structure allows us to align our interests with those of our clients. It also offers our partners and associates an attractive means of compensation that will encourage a focus on the long term."

Brandlogic, the leading independent branding firm, creates innovative ideas that drive business performance for firms such as IBM, The Hartford, Merrill Lynch, Wyeth, Xerox and other large, complex organizations. As a full-service design and brand consultancy, Brandlogic has capabilities in brand research, strategy, design, interactive and management of brand identity and communications programs.