Robert Friedman is the owner of Fearless Branding, a consultancy dedicated to  the eradication of generic brands.  Fearless Branding works with service firms and consultants to help them define their unique value, talk about it with clarity and get paid what they're worth.  His clients include a management and organizational development consultants, professional service firms and companies in the design trade. Prior to founding Fearless Branding in 2001, Robert worked in brand management and market research for major food companies including Kraft and Nestle, as well as major ad agencies.  Robert graduated from Vassar College.