Rivkin, founder of Rivkin & Associates, has a diverse
background in marketing, advertising, naming, identity, corporate
communications, public affairs and journalism.
Mr. Rivkin is the co-author of six books on marketing strategy:
• The New Positioning (1996), the sequel to
the international best-seller that introduced the concept of
The Power of Simplicity (1998), a guide to coping with the complexity
of management, leadership and people issues.
IdeaWise (2002), a guide to observing, borrowing and adapting
The Making of a Name (2004 by Oxford University Press), a comprehensive
study of the strategic, creative, linguistic and legal aspects
of brand names.
Differentiate or Die (2nd edition, 2008), on finding and exploiting your unique selling proposition.
Repositioning (2009), on marketing in an era of competition, change and crisis.
Rivkin & Associates has consulted for such clients as Alliant
Energy, Alstom Power, Find/SVP Inc., Kraft Foods, Monsanto,
Olin Corp., PG&E Corporation, Premio Foods and Tiffany & Co.
In the world of healthcare, their clients include J&J/Biosense,
Pfizer Howmedica and a number of community hospitals such as
hospitals such as NCH Healthcare (Naples FL) and Goshen (IN) Health System.
Prior to forming his own firm, Mr. Rivkin spent 14 years with
Trout & Ries Inc., the prestigious marketing strategy firm
known for its pioneering work in positioning and marketing warfare.
As executive vice president at Trout & Ries, Mr. Rivkin
supervised campaigns and strategy projects for such clients
as Harrah's Hotels, Ingersoll-Rand, Leica Cameras, Playtex,
Stop & Shop Supermarkets, United Jersey Banks and Western
Earlier in his career, Mr. Rivkin worked at International Utilities
Corp., a Philadelphia-based conglomerate, in advertising, public
relations and corporate identity. A journalism graduate from
the University of Missouri, he began his career as an associate
editor of Iron Age magazine, a weekly trade publication. Later,
he was co-founder and editor of Financial Marketing Abstracts,
a monthly newsletter.
Mr. Rivkin is a frequent speaker on marketing and communications
topics, and he has appeared at hundreds of seminars, conferences
and retreats in the United States, Europe and Southeast Asia.
For 15 years he has been on the faculty of the Estes Park Institute, a leading healthcare educational organization, as its Senior Fellow in Health Communications & Marketing Strategy. He also serves on the Board of Directors of the Volunteers in Medicine Institute, and on the Advisory Board of the Entrepreneurial Engineering Program at Princeton University.
Fraser Seitel focuses on public relations strategy,
crisis management, media and presentation training, and financial
and investor relations for the clients of Rivkin & Associates.
He has been a communications counselor, lecturer, TV commentator
and teacher for 30 years, and is a prominent public relations
author. He is also senior counselor for corporate and financial
communications at Burson-Marsteller, the world’s largest
public relations agency.
In 2000, PR Week named Mr. Seitel “one of the 100 most
distinguished public relations professionals of the century.” He
is the author of The Practice of Public Relations, the leading
public relations textbook in the world, used by more than 300,000
students at 200 colleges and universities. He is also the co-author
with Steve Rivkin of the book IdeaWise.
Mr. Seitel is a frequent contributor to cable television. He
has appeared on Fox News Channel’s The O’Reilly
Factor, Fox and Friends ,and On the Record with Greta Van Susteren;
MSNBC’s The News with Brian Williams and Nachman; CNBC’s
Wall Street Journal Report; and CNN’s Connie Chung Tonight,
Inside Politics and Larry King Live.
Mr. Seitel was a communications executive with The Chase Manhattan
Bank for two decades. As the bank's senior vice president and
director of public affairs, Mr. Seitel was responsible for Chase's
financial communications, public relations and philanthropy.
He personally counseled three generations of Chase chief executives
- David Rockefeller, Willard Butcher and Thomas Labrecque.
Since leaving Chase and becoming a consultant, Mr. Seitel has
provided communications and management counsel to more than
100 clients, including corporations, hospitals, universities,
trade associations and individuals. He is an Internet columnist
for odwyerpr.com and tech central station. He has been a columnist
for United States Banker magazine and IBM's Profit magazine,
and editor of the Public Relations Society of America's Strategist
Mr. Seitel holds an undergraduate degree in journalism, a master's
degree in speech communications, and an MBA from New York University.