President, Founder and Chief Brand Architect
Charles Rashall is a visionary, lifelong pioneer and innovator whose passion has driven transformational change across industries and brands around the globe. He founded brandadvisors in 2002 to help brands better compete through a comprehensive and cohesive blend of management consulting and creative services. For over 25 years, he’s led the development and revitalization of some of the world’s most respected brands, from Fortune 10 companies to startups.
Working in collaboration with his clients, Charles was the team lead behind the comprehensive relaunch of Federal Express to FedEx, the transformation of National Public Radio brand to NPR, the evolution of customer experience at Stanford Hospital & Clinics, and the architect of Cisco’s “better together” positioning. Other recent clients include The Vines of Mendoza, JCPenney, Jackson Family Wines, Rheingold Beer, Shutterfly, XOJET, YogaForce, and Whitefish Mountain Resort.
Charles started his career at NCR in the Silicon Valley during the early days of modern computing and later headed worldwide marketing at AltaVista. Beforehand, he spent a brief stint on Capitol Hill as a Congressional intern and then served as press secretary to a California state senator.
Charles earned an M.B.A. from the Wharton School, an M.S. in International Studies and Mandarin Chinese from the University of Pennsylvania, and a B.S. in Marketing and Finance from the University of California at Berkeley. He is also a Fellow of the Lauder Institute of International Studies.
He is a regular university guest lecturer and is on the faculty of the Haas School of Business at UC Berkeley. His work for Rheingold Beer became a case study at the Leonard Stern School of Management at New York University.
During a two year period of exploration and discovery prior to starting his firm, Charles trained in cuisine at the Ritz Escofier in Paris, spent a winter on the slopes of Aspen, and pursued his myriad passions of creativity.
His interests include photography, graphic design, entertaining, and playing drums. His desire to eat as much as he cooks keeps him active as a swimmer, biker, runner, and skier, among other athletic pursuits. Charles is committed to giving back through organizations that can make the world better for those in need.