Tell us about your company, Ascendant Group.
Ascendant builds brands for the world’s top CEOs and executives. We integrate brand strategy, PR, social media, and publishing into one cohesive engine. Our work positions leaders as influential voices in their industries and turns personal brands into growth assets.
Over the past 21 years, we’ve worked across five continents, helping everyone from Fortune 500 executives and bestselling authors to high-performance founders and elite athletes transitioning into business. Whether in Zurich, Toronto, Tokyo, or now Dubai, our focus remains the same: making sure the market understands the value of your leadership and the direction of your vision.
Who do you work with?
We partner with high-performing, forward-looking leaders. That includes former executives from Walgreens, Fox, Formula One, and Dell, as well as global companies like the 100 billion dollar Japanese firm NTT. We also support Olympians, bestselling authors, and fast-scaling companies in North America, Asia, and the Middle East.
Our clients aren’t looking for surface-level exposure. They want influence, credibility, and brand systems that scale. That’s exactly what we deliver.
What has been your biggest success as a company?
We created the executive branding category. Before Ascendant, this wasn’t a recognized discipline. Now, it’s seen as essential for leaders who want to scale their impact beyond the boardroom.
Success for us means seeing our clients become global speakers, board members, media figures, and influential thinkers. Their visibility is our proof of performance.
What services do you offer?
We deliver full-spectrum executive branding:
- CEO and executive brand positioning
- Global public relations with measurable outcomes
- Social media growth and thought leadership campaigns
- Publishing strategy and book deals with major houses
- Web, visual identity, and video content development
- Media training and speaker positioning
- Corporate brand alignment and digital storytelling
We don’t offer disconnected services. Everything is integrated and intentional. The result is brand influence that spans platforms, industries, and regions.
What makes Ascendant Group unique in the marketplace?
Precision and integration. Most agencies specialize in one lane—PR, social, or design. We unite them into a strategic system that delivers clarity, consistency, and traction.
We also avoid templates. Every brand we build is custom, anchored in the leader’s unique voice and vision. That’s why we’ve been recognized globally by Forbes, Ad World Masters, and Clutch.co. Our results have earned that recognition, not marketing hype.
What is the biggest challenge facing CEOs and executives in their branding journey?
Miscalculating what influence actually takes. Too many leaders think that posting on LinkedIn or landing a few media interviews builds a brand. It doesn’t. Those are tactics. What you need is strategy.
The real challenge is creating sustained credibility across every touchpoint—your messaging, visuals, media presence, speaking engagements, and digital footprint. Anything less than integrated momentum doesn’t move the needle.
You’ve worked with several high-profile clients. Can you share a case study of a successful project?
A great example is Steve Pemberton, former Chief People Officer at Walgreens. When he transitioned to Workhuman, we helped him scale his presence and align it with the company’s bold HR vision.
We secured features on NBC’s Today Show, Forbes, and USA Today. We relaunched his books, one of which became a USA Today bestseller. His social following grew from 3,000 to 55,000. That visibility helped Workhuman rise from a mid-market firm to a brand approaching one billion dollars in value.
That’s the power of brand alignment—when executive credibility fuels business growth.
What is your most in-demand service right now?
Thought leadership campaigns that combine public relations and social influence. The market is moving fast. CEOs and executives need to be visible, credible, and part of the conversation in real time.
We design systems that ensure our clients show up with authority across channels—media, video, LinkedIn, and more. Right now, leaders who speak consistently and courageously are the ones shaping outcomes. We help them do that at scale.
What trends are you seeing in the PR industry?
PR is moving from vanity to value. The best campaigns now connect directly to business outcomes—capital raised, partnerships secured, talent attracted.
We’re also seeing the rise of platform-first visibility. LinkedIn, YouTube, and owned content channels are now just as important as traditional press. And authenticity is key. People don’t follow companies. They follow people. The brands that win lead with purpose, transparency, and results.
What are your top three branding tips for executives?
First, lead with clarity. Define what you stand for, who you serve, and what perspective you bring that’s unique.
Second, build credibility. Strategic media, books, and public speaking create long-term trust.
Third, stay consistent. One moment of visibility is not influence. A system of messaging and media creates real traction.
How do you see personal branding evolving over the next few years?
It’s becoming a high-value asset on the balance sheet. Executives with a well-defined brand command higher valuations, attract stronger partners, and gain faster access to global markets.
We’re also seeing the rise of portable brands—leaders who can move across industries, launch new ventures, and bring their credibility with them. The future belongs to leaders who are visible, trusted, and strategic about their voice.
What are your goals as a company over the next five years?
We’re focused on expanding our presence across Asia, the Middle East, and emerging markets. Our Dubai office is just the beginning.
We want to unlock branding access for rising executive leaders, especially in regions where legacy and innovation go hand in hand. And we aim to continue building Ascendant as the gold standard for executive brand strategy. We don’t follow trends. We shape them.
Where can readers find out more?
Visit www.ascendantgroupbranding.com to learn more.
See more insights on branding and connect directly with Raoul Davis at LinkedIn: linkedin.com/in/raouldavis
