“It is better to fail in originality than to succeed in imitation.”

— Herman Melville

"It is better to fail in originality than to succeed in imitation." — Herman Melville

About Glenn

I have always been a thinker and a dreamer, constantly pondering the intricacies of human behavior and the way we navigate through life. While others may be fascinated by mechanical systems, my true fascination lies in understanding the human equation—why we do what we do and how we do it.

This innate curiosity has shaped my journey of personal development and introspection, fueling my passion for brand strategy. I find immense joy and excel in delving deep into the essence of a vision, a company, and the art of leadership.

I spent a number of years working with Fortune 500s, managing multiple brands and learning from a combination of real-world experience, observation, and mentoring.

I worked at a big-city newspaper from 1997 to 2008, a period in which the industry was undergoing huge upheaval and change, which gave me the opportunity to observe first-hand the challenges related to shifting the culture and strategy of a large organization.

I produced large-scale conferences and festivals for fifteen years, which afforded me the opportunity to manage multiple brands. I had an intuitive sense that managing each brand according to their unique personality and tone would lead to greater success. Each of my projects grew in success when I was able to build authentic brands, and success would falter when competing objectives got in the way.

I left the event business in 2011 to start the predecessor to 4 Directions Branding, a company with a vision of helping people do business differently—with vision and purpose—which led to an increasing focus on brand building. Then in early 2018, with a growing sense of the importance of authenticity in marketing and leadership, 4 Directions Branding was born.

Since then we have served a variety of companies such as numerous healing professionals, a tribal college, an early childhood education center, a fair-trade online retailer, among others.

My approach to brand innovation is rooted in traversing the realms of intellect and emotion, unearthing the essence of a vision. By crafting creative and visionary brands and creating marketing assets that authentically represent the truth of a company, project, or individual, I provide my clients with the ingredients necessary for genuine and enduring marketing success.

Through workshops and coaching business leaders, I guide them on a transformative journey of self-discovery, helping them transcend conventional paths and become the trailblazers they were destined to be.

I regularly publish essays at the DEEPER side of things, while dabbling on the side with various ideas for novels and novellas, planning at some point in the future to serialize at least one of them at the DEEPER side of things.

Together, let us explore the depths, unravel the authentic, and forge a path to leave a meaningful legacy.

Glenn Geffcken

Ready to transcend to the new model?

Ready to transcend to the new model?