We TWIST with great minds.

We work with a dynamic team of specialists who constantly push boundaries for fresh perspectives and breakthrough results.

  • Julie Cottineau
    Creator & Lead Instructor
    Julie Cottineau
    Creator & Lead Instructor

    Julie is the Creator, Dean and Lead Instructor of Brand School Master Class. She shares her infectious passion and deep expertise for branding weekly in the Brand School videos, homework assignments, community pages and one on one sessions. She’s also the Founder and CEO of BrandTwist, a brand consultancy that helps corporate clients build their brands into tangible business assets.

    Julie was the VP of Brand at Richard Branson’s Virgin Group overseeing branding strategy for new and established Virgin companies in North America. Prior to joining Virgin, Julie served as Executive Director of Consumer Branding at Interbrand as well as a VP Management Supervisor at Grey Worldwide in both the U.S. and France.

    She’s has been an Adjunct Professor of Integrated Marketing Communications at Columbia and Cornell universities. After teaching in traditional classrooms, she recognized a need for a more hands-on and actionable brand learning approach for small businesses, entrepreneurs and non profits who needed to more effectively compete with the Big Boys; thus Brand School was born. Since its creation in 2012, Brand School has helped 100’s of entrepreneurs develop more focused and distinctive brands that help them more effectively tell their story, attract higher value customers and communicate more consistently and professionally. Julie is a big fan of the TWIST – applying out of category thinking to break through. Ask her about her Pet Rock story…

  • Alison Sheehy
    Photography and Photo Editing
    Alison Sheehy
    Photography and Photo Editing

    Alison specializes in professional portrait photography. She helps Brand School students use photography such as headshots to bring to life their unique personal brands. She also gives advice on using photography (stock and original) to communicate the distinctive Brand Ideas and Brand Pillars that are created in class. As the Owner of Alison Sheehy photography, she guides her clients through every step of the process from what to wear, how to get the most out of a portrait session, to choosing final images that best express your brand and mission.

    Alison began her career in front of the camera as an actress in film and television and performed on Broadway so she knows how to set her clients at ease and what it takes to bring out the best to get the image you want to portray to the world. She now works behind the camera specializing in professional portrait photography with an emphasis on women entrepreneurs.

    Shooting portraits in studio and environmental settings, Alison has almost three decades of photography photo editing experience. Her work has appeared in the New York Times, USA Today, Variety and the Old House Journal. Alison is also a Brand School graduate.

  • Liz Osting
    Web and Print Designer
    Liz Osting
    Web and Print Designer

    Liz Osting is principal of Herculiz, a one-stop-shop, graphic design company. They help small businesses with all of their needs – from logos and branding to websites and everything in between for the past 15 years.

    When Liz began kindergarten, her teacher recognized a spark and allowed her to progress through the grades at her own pace. Because of this she graduated at age 15.

    Because she was in charge of her own learning, she became organized. At the same time she felt drawn to art and her family encouraged it. She earned a degree in art and taught for several years, but couldn’t help thinking that there was a way to help people even more.

    “When I took my skillset into a second degree in Graphic Design I finally felt satisfied that I could be creative and at the same time push people to stay focused and improve on their passion, the way I was taught.”

    She pushes clients to stay on brand with their logos and websites, and get things done, in a creative way.

    Oh, and when Liz isn’t designing the hell out of life, she’s flying through the air as trapeze artist.

  • Laura Winston
    Intellectual Property Law
    Laura Winston
    Intellectual Property Law

    Laura serves as our in-house legal advisor for Brand School, providing students with insight into issues around trademarking brand assets such as names, taglines and logos. Laura is a Founding Partner of Kim Winston LLP and focuses her law practice primarily in the areas of trademarks, copyrights and the internet. She represents a broad range of clients from individual business owners and small startup ventures to established Fortune 100 companies.

    She began her legal career over 20 years ago and gained her experience at large general practice firms as well as small intellectual property boutiques. She works with businesses in diverse industries including pharmaceuticals, alternative energy, cosmetics, computer-related goods and services, and travel and tourism.

    Laura is an active member of many associations including International Trademark Association (“INTA”) serving on many of their committees and is also the founder of the WWBA’s Intellectual Property Committee. She has also participated in several of Brand School’s live workshops, applying our best practices to her own brand.

  • Cheryl E. Fisher
    Teaching Assistant
    Cheryl E. Fisher
    Teaching Assistant
    Cheryl Fisher is a marketing maven and education enthusiast. An Alumni of Brand School, Cheryl has persevered with her personal TWIST, founding HelloMethod and devoting her skills to help schools of all kinds continue to grow through powerful marketing.
    Audience engagement is the founding principle for HelloMethod. Cheryl knows the commitment to understanding your audience is the key to delivering real and ongoing results -  for all businesses. Her perspective comes from her leadership and management positions at innovative media and education companies like Getty Images, Omnicom Group and GEMS Education, as well as her independent client work.
    Cheryl loves travelling, getting lost in city streets and rediscovering the world with her children. She lives in Northern Westchester with her husband and two spirited learners, where you can hear the wind blowing through the trees yet the beat of NYC is only a short train ride away.

Our Creator: Julie Cottineau

Julie founded Brand School with a powerful idea in mind: Help you build the brand your business deserves.


Julie Cottineau is the Creator and Dean of Brand School

Julie honed her branding chops at a series of high level client and agency positions including Richard Branson’s Virgin Management, Grey Global and Interbrand. She is the founder and CEO of BrandTwist brand consultancy and best-selling author of TWIST: HOW FRESH PERSPECTIVES BUILD BREAKTHROUGH BRANDS.

She is a highly rated and engaging keynote speaker and a global authority on impactful and effective branding. Julie infuses her infectious passion and deep expertise for branding throughout Brand School. Her master classes, workshops, and infinite TWISTS empower business owners to build the brand their business deserve.

Learn more about the power of the TWIST in this CNN Profile.

Julie's Twist

Building the Virgin Brand – one of the Best Loved Brands on the Planet

Until August 2011, Julie was the Vice President of Brand at Richard Branson’s Virgin USA overseeing branding strategy and brand expression for new Virgin companies in North America such as Virgin Hotels, Virgin Produced, Virgin Charter, and Virgin Money as well as providing strategic brand support for the established Virgin businesses including Virgin America, Virgin Atlantic, and Virgin Mobile.

Creating Impactful Names like Orbitz, AT&T U-Verse, Subaru Tribeca

Prior to joining Virgin USA, Julie served as Executive Director of Consumer Branding and Managing Director of Naming at Interbrand, a leading global branding consultancy. At Interbrand she oversaw strategic brand development and name creation across a wide range of innovative brands. She is responsible for the name creation of brands such as; Orbitz, AT&T U-Verse, Avon beComing retail brand (over 100 skus), Stolichnaya Elit, Heinz EZ Squirt, Hallmark Life Mosaic, Subaru Tribeca, TDameritrade, Syniverse Technologies (formerly TSI Solutions), and Gillette Mach3 CoolBlue.

Helping Kool-Aid Man Rock Out and Healthy Hair Shine Around the World

Prior to Interbrand, Julie worked at Grey Global where she led the development of iconic brands such as Pantene, Camay, Kool-Aid and Honeycomb. Fluent in French, Julie spent three years at Grey Paris as an International Account Director. She graduated Cum Laude from the University of Pennsylvania Annenberg School of Communications with a minor in Creative Writing.

The Unofficial Inventor of the Pet Rock and Ivy League Professor all in one

Julie is the unofficial inventor of the Pet Rock (ask her to tell you the story) as well as an authority in using lateral thinking to help companies break through in competitive markets and create fresh and ownable branding and naming solutions.

She has been an Adjunct Professor of Integrated Marketing Communications at Columbia and Cornell and a frequent commentator on brand strategy, naming and innovation through her blog, on Twitter at @jcottin and in top business media such as Wharton Business Radio, Entrepreneur Magazine, the Wall Street Journal, Open Forum by American Express, the Journal of Brand Strategy and CNN.

Twist with Julie

To TWIST is to seek and apply inspiration. TWISTING with Julie in infinite, fun, and actionable.

Julie is always sharing fresh perspectives that will allow you to tell a brand story that breaks through and builds your business. We have shared a few of her best TWISTING links below. Check them out, stay connected and be informed.

Julie is a highly rated and engaging keynote speaker and a global authority on impactful and effective branding.

She is available to talk to your teams or members of your organization on building your unique TWIST. Contact her with your ideas and we will make it happen.