As Founding Partner and Chief Strategy Officer of BBMG, Raphael Bemporad is a passionate champion for a new approach to brand innovation that creates shared value.
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“Our philosophy is simple: innovative brands are sustainable brands, and they will lead the way from a ‘what’ marketplace based on commodities to a ‘how’ paradigm based on shared values and relationships.”
An expert in brand strategy, CSR/cause marketing and public affairs, Raphael has launched national campaigns, drafted public policy, created consumer, and nonprofit brands on aggressive timelines and budgets, and managed communications for local, state and federal elected officials.
Fluent in Italian and conversant in Spanish, his experience is international in scope and diverse in terms of issues and industries. He has directed recent branding and marketing programs for clients such as Seventh Generation, MillerCoors, Samsung, Eileen Fisher, Clif Bar and Fair Trade USA. Raphael also oversees the firm's pro bono initiative—The BBMG Collective Prize—which provides $100K worth of brand innovation services to an emerging sustainable enterprise.
Prior to co-founding BBMG, Raphael served as communications director at Do Something, where he oversaw marketing, media relations and cause-related partnerships with Levi Strauss & Co., SEARS, Kenneth Cole and Rolling Stone magazine.
Raphael also has an extensive background in political communications, getting his start as a press aide to Texas Governor Ann W. Richards. He also served as communications director for the Texas Democratic Party, as communications director for Texas State Senator Rodney Ellis (D-Houston), and as press secretary for U.S. Congressman Lloyd Doggett (D-Texas).
Raphael received his BA in Philosophy with honors from the University of Texas at Austin. He currently sits on the boards for Social Venture Network and READ Global.
Were you always so keen to bring values into your work?
It’s just part of my worldview. My dad is an Italian rabbi who fled Florence in 1938 after they passed the racial laws. My mother was a childcare expert who taught me the importance of a child’s first years. I have had the greatest gift anyone could ever hope for: unconditional love from extraordinary parents and grandparents.
When did you sense a knack for this branding thing?
When my friend Billy ran for seventh grade class president, he turned to me as the campaign manager. We developed a strong creative campaign with headlines like “Don’t be silly; vote for Billy” and “Suit up for Crudup.” We came in second place, but we kept our integrity by staying on message.
We asked Mitch what it’s like to work with your best friend.
One of the greatest privileges of my life is to pursue this dream with Mitch. We can finish each other’s sentences, but we still learn from each other. My dad inspired us to create an agency based on five core values: being creative; working with people who share your vision; growing personally and professionally every day; making a contribution to society; and making a good living.
Can branding inspire social change?
Absolutely. It must. But branding alone is not the answer. My biggest professional challenge is balancing the aspiration of breakthrough, slightly daring strategic insights and creative ideas with building consensus inside social sector organizations. Both are essential, and when it happens, it’s magical.
What’s the most exciting thing about working at BBMG?
Getting to be creative, learning from phenomenal people and working on social impact projects every day. It’s a privilege to do what you love. The greatest misconception about branding is that it’s just a logo or tagline, when it’s really the very essence and soul of an organization.
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