Want Branding

About Us

Meet Our


  • Jonathan Bell - Managing Director

    Agency founder and leading subject matter expert on branding: 30 years’ experience and over 1,500 branding projects across four continents.

    TED speaker at TED2016 in Vancouver: ‘How To Create A Great Brand’ – one of the most popular uploads on the TED YouTube archive with over 1M views.

    Frequent conference speaker on topics of Branding & Naming in US, Europe and the Middle East. Quoted in articles for Forbes Magazine, American Banker, New York Daily News and The New York Post.

    Visiting Professor at University of Pennsylvania–Wharton & New York’s School of Visual Arts.

    Born in England, Jonathan has lived in the US since 1990 and is a dual US/UK citizen. He holds an MBA from New York University.

  • Bob Kahn - Strategic Director

    Over 25 years experience in corporate and consumer branding, marketing and advertising with Ogilvy, Landor Associates and Brand Union.

    Bob was a founding partner of FutureBrand – a leading global brand agency.

    Extensive international client experience including Saudi Aramco, Qantas, GE Capital and LexisNexis. Media appearances/coverage: Wall Street Journal, CNBC, MSNBC, AdAge, Adweek, Airline Business.

    Board Member – past President, American Marketing Association, NY Chapter. MBA from Pepperdine University.

  • Bruno Benedini - Senior Director

    Over 15 years’ experience at WANT, having worked on over 350 branding projects. Responsible for brand naming, brand strategy & research, implementation and experience.

    Prior to joining WANT, Bruno split his time between working for one of New England’s leading real estate developers, and heading the A&R department of an independent record label, which was purchased by a division of Sony Music.

    Guest lecturer at Denver University’s Daniels College of Business, frequent panelist for AMA (American Marketing Association) events, and coach for Sam Adams Brewing the American Dream.

    Originally from Rio de Janeiro, Brazil, Bruno is a dual US/Brazilian citizen and fluent in Portuguese & Spanish. Bruno graduated with honors from Berklee College of Music in Boston, MA.

  • Celeste Guerra - Brand Consultant

    6 years of marketing, branding, and business development experience on both the client and consulting side in a wide range of industries.

    Prior to joining WANT, Celeste was a consultant for Alpha Current, a boutique management consulting firm working for various growth companies and start-ups across the US. Before that, she spent 2 years in marketing for RedBull. Where her responsibilities included management of the brand experience across retail and other distribution touchpoints.

    Celeste graduated with honors from Florida International University. She is fluent in Spanish & conversationally in Portuguese.

    When she’s not working, Celeste is active in various non-profit and environmental causes. She is also a widely published blogger on food, movies and culture and enjoys still life and portrait photography.

  • John Downy - Brand Analyst

    John is a brand analyst and project leader with 5 years of experience in market research, brand strategy, and international marketing for advertising agencies, startups, and corporations.

    Prior to joining WANT, John worked to expand the technology startup BruVue’s presence in the Atlanta market. Before that he worked as an analyst in international marketing for UPS, where he worked to prioritize investment at a country level for the SME (small and medium-sized enterprise) sector. Before UPS he worked at the advertising agency, Doner, where he worked on international market research initiatives for global brands like Eli Lilly and Yamaha.

    John graduated from the University of Florida and holds an MBA from the University of North Carolina at Chapel Hill.

    Growing up in Jupiter, Florida, John spent his free time fishing, diving, and spending time in the Florida wildlife. Outside of work, John enjoys travelling and is currently working on a Western-style screenplay.



  • 1

    A problem well defined = a problem half solved

    We listen and work hard to clarify your issues before we propose solutions. Every brand challenge is unique and requires a tailored set of services built around your needs.

  • 2

    Better, not bigger

    Big agency networks, big teams with lots of people, and having offices all over the world doesn’t make an agency better or necessarily lead to better outcomes. Our goal is to get better, not bigger. We are constantly finding ways to improve what we do, the way we work and how we can meet our clients’ goals.

  • 3

    Effective process, real results

    We believe in the primacy of ideas, but three decades of experience has taught two many things. First, that a smart and collaborative process is the only paths to creating effective brands. And, engaging stakeholders to build consensus helps ensure that we can achieve great results.

  • 4

    Fast as we can

    We deliver proposals in 24 hours, we create work in weeks (not months). For us, there’s no time to lose. We work faster and smarter than anyone else out there.

  • 5

    KISS (Keep It Simple Stupid)

    We hate complexity, jargon and textbook approaches to branding. Simple ideas enter the brain faster. Simple is smart. And, besides, you don’t have time to waste.

  • 6

    L.A.M.S.T.A.H. (noun: “lam-ster”)

    Huh? LAMSTAH means ‘Look At More Stuff, Think About (it) Harder’. This idea drives everything we do and ensures that we never settle for the first or easy idea. It underscores our dedication and relentless pursuit for the absolute best brand answers.

  • 7

    Look good

    Our goal is to create great brands, but, in many ways, our job is far simpler: it’s to make you look good. Great work, great ideas delivered to be brutally effective and memorable.

  • 8

    Passion for excellence

    With creativity and strategy, perfect is good enough for us. You too, right?

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