Leaderboard Branding Managing partner - Andy Cuykendall


Managing Partner

What inspired you to be a part of starting Leaderboard?

There are several things that excited me about launching Leaderboard Branding.  First, the opportunity to provide something new and innovative in the space.  At Leaderboard, we feel we provide a very hands-on approach to our partnerships. Being able to establish great relationships with industry  leaders at various companies creates a positive and energetic environment for our team at Leaderboard.  Another key reason that Leaderboard Branding is special has to be the people and culture we are building.  Being an agency that has the opportunity to disrupt the naming and branding space is very motivating.  We are looking to create the Leaderboard Experience where customers get great knowledge share, strategic insights, innovative creativity and full end-to-end coaching, unmatched by any other company in our industry.

From your experience, what is one piece of advice you would give to brand builders?

Keep it simple.  I feel that too many times brand builders get caught up trying to tell a story that contains too much information crammed into the message, name or design.  Simplifying the story and making clear connections with the target they are trying to communicate with is vitally important to building that brand relationship.

What is one lesson you’ve learned and live by?

Control the things you can control.  This is the Cuykendall family tagline that I say to my wife and kids every day.  There are so many things that you can’t control in life that can sometimes consume you.  If you take a step back and focus on the things that you can truly control, you can decrease unneeded stress.

Thinking of the companies you have worked with, what does it mean to be a partner?

Trust is the word that comes to mind most.  When you have a true partner experience, you put your faith and trust in knowing that the person or team sitting across from you has your back, and you have theirs as well.  

What does the term “leader” mean to you?

A leader is someone that exudes a positive influence on others around him by showing dedication, trust and thoughtfulness in how they perform their job and contribute to society.

What brand is at the top of your leaderboard?

Under Armour is by far the brand that I identify with the most and have grown loyal to.  Having two young boys that are active and play various sports, we always seem to come back to the UA brand as one we can trust will create a good product, be durable and ultimately connect with on an emotional level.  The way in which UA has grown since its inception has been a great story.

What gets you excited about coming to Leaderboard each day?

Hands down our people. The day to day experiences that we bring to our clients is second to none in terms of being in the trenches and doing the work to help our customers achieve their goals.  Being in the healthcare industry, I take pride in the work we do to help find solutions for patients who need life-saving and life-maintaining products.

When you’re not thinking about branding, what do you like to do?

Spending time with my family and friends is really important to me. The culture we have at Leaderboard, building positive work-life balance, is critically important to the growth of our organization and the team we are building .  Making sure I am part of the growth and education of my children is vitally important and the reason I do what I do.  You can typically find our family at some sort of sporting event: on a baseball field, golf course or soccer field.  Our family is very active in sports, and I feel sports play a major role in child development.