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Founder, Chair

David Kincaid

“Brands are the most misunderstood and
underleveraged assets on companies’
balance sheets.”

David Kincaid image

Professional Bio

As the Founder of Level5, David has had the
opportunity to build a firm dedicated to creating
value for client partners’ most important asset:
their brand. This has provided David with a unique
insight into a global range of market sectors. As
a result, he has been able to work alongside
progressive, brand-driven business leaders in
creating and delivering brands that have been
successful financially, socially, and culturally.

David’s rich corporate and consulting experience
allows him to thrive in uncovering provocative
insight and potential – in people, brands, and
businesses. He has a proven strategic business
sense and is both a world-class communicator and

Entrepreneurs, business professionals, and students
want to hear what David has to say. He is a frequent
lecturer and speaker at Canada’s leading business
schools and conferences – David is an Adjunct
Professor of Marketing at both the Smith School of
Business at Queen’s University and the Schulich
Executive Education Centre at York University.
He has published three books: The Brand-Driven CEO,
The Value of a Promise Consistently Kept, and Brand
Forward, Brand Back. In 2013, he was honoured for his
outstanding work and contributions by being inducted
into the American Marketing Association’s Marketing
Hall of Legends.

David loves music, golf, and travelling with his family,
where together they can laugh and learn.

Previous Experience

  • CMO at Corus Entertainment, where he helped set
    the organization’s corporate vision, values, and
  • SVP Marketing and Strategic Planning at Labatt,
    where he led the company’s expansion into the
    United States, Mexico and the Caribbean – with
    successful turnaround and launches of brands such
    as Budweiser, Stella Artois, and Alexander Keith’s
  • Senior brand management roles at American Express
    and General Foods


David received his BA (Hons) in Political Studies
at Queen’s University and has studied Strategic
Leadership at the Kellogg School of Business.