Biography

 Mitch McCasland is a nationally-recognized expert on using consumer insights as a basis for brand strategy and product development. Throughout his 20-year career, he has developed strategies and products for such respected companies as Simon Properties, Anheuser-Busch, Samsung, Procter & Gamble, Eli Lilly, Cadbury Schweppes, Frito-Lay and fashion icons Diane von Furstenberg and Betsey Johnson.

Mitch is a writer on brand strategy topics, with articles published by Inc. Magazine, Ad Map, MarketingProfs and Young Consumers Magazine. He has served as a corporate spokesperson on ABC television's “The View,” Conde Nast’s “Trend Watch Television," Advertising Age, B-to-B Magazine, Dallas Business Journal, Atlanta-Journal Constitution, WWD, Nation’s Restaurant News, Picture Business Magazine and Prepared Foods magazines.  

Mitch is a consultant to Frito-Lay in the Innovation Department. We works with marketers and scientists to design future products for Tostitos, Doritos, Cheetos, Lay’s and the company’s portfolio of dips. Formerly, he served as director of consumer insights and brand strategy at Moroch Partners where he oversaw brand strategy and consumer insights for the agency’s portfolio of clients including McDonald's, Mrs. Baird's, Tia Rosa and Dallas Area Rapid Transit. His work for McDonald’s included the design and launch of McCafe, Cinnamon Melts and Southern Style Chicken.

He is an instructor in the Business Leadership Center at Southern Methodist University’s Cox School of Business’ MBA program. He is a nine-time recipient of the Center’s Teaching Excellence Award for his seminars on brand concepts and strategies.