If There Was a Registry of Protected Brands, Who Would Make the Cut?

Published

October 11, 2024

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We have legislation to protect sites of significance as national monuments. National parks, forests, monuments, famous battlefields—even the birthplace of presidents—are guarded against construction, destruction, development, and infringement of their historical significance.

Too bad there’s no such thing for brands. But what if there were?

Imagine an entity (*cough* design snobs) charged with protecting brands from the terrifying forces of overzealous marketers, soulless conglomerates, and “innovative” redesigns that no one asked for. We could form a Registry of Protected Brands, untouched by the hands of underfunded refreshes, designer-wannabes with a love for Comic Sans, and agencies whose ethical standards rival those of telemarketers. Some things just shouldn’t be messed with; they are perfect as they were created, like a slice of NY pizza or a 1952 Telecaster.

Satoru Wakeshima

As a Partner at CBX, Satoru is the driving force behind the agency’s key client partnerships, business management, and operations. With a career spanning over 30 years, he has spearheaded brand strategy, creative, innovation and transformative campaigns for some of the world’s most beloved brands, including M&M’s, Canada Dry, Clorox, Moët & Chandon, Gillette, Coca-Cola, Hershey’s, Milk-Bone, and countless others. His depth and range of experience across categories like food, beverage, personal care, automotive, pet care, household, healthcare, and professional services make him both a formidable competitor and a trusted ally for his clients and the CBX team. With a passion for iconic Americana brands, Satoru champions the balance of protecting and building brand equity, while responsibly pushing boundaries to ensure brands stay relevant in a constantly shifting global landscape. Before CBX, Satoru was EVP General Manager at Sterling Brands, served as Group Director at Frankfurt Balkind Partners, and sharpened his expertise in emotional branding at Desgrippes Gobé. He started his career at Young & Rubicam. When he’s not solving the industry’s toughest brand challenges, Satoru enjoys quality time with his wife, two teenagers, their irresistibly adorable dog Chili, and a ridiculous number of guitars.