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Rolf Wulfsberg


Rolf Wulfsberg likes keeping it simple. As global director of quantitative research for Siegel+Gale, that means leading the charge in mining complex data for what’s insightful, powerful, and true. Whether constructing complex statistical models of how people make decisions or testing names, logos or brand strategies, Rolf takes pride in communicating methods and results in terms that non-statisticians can understand and appreciate.


With a career spanning more than 40 years, Rolf is a frequent speaker at professional conferences and has served as an expert witness before both the U.S. House of Representatives and the Pennsylvania Supreme Court. He brings tremendous depth of experience to bear on each new client project, and has led engagements for Bank of America, Enterprise Rent-A-Car, Florida State University, Halliburton, Smurfit Stone, LexisNexis, Eaton Corporation and many others. Rolf is also the author of Fact-Based Branding in the Real World: A Simple Survival Guide for CMOs and Brand Managers, which touts simplicity as the key to understanding and utilizing quantitative research.


Before joining Siegel+Gale, Rolf served as executive vice president and managing director of Enterprise IG (now The Brand Union). Earlier, he was president of the Customer Research Division of Research International, where he oversaw clients in North America, Europe and Asia. He served as vice president of research for Ziff-Davis Publishing Company, and prior to that spent six years with Massachusetts consulting firm Abt Associates, Inc.


Rolf started his career in the Federal Government, first as a military officer at U.S. Coast Guard Headquarters in Washington, D.C., and later as assistant administrator of research and analysis at the National Center for Education Statistics, where he was a charter member of the U.S. government’s senior executive service.


He holds a Ph.D. and an MA in statistics from American University in Washington, D.C. and a BA (summa cum laude) from Luther College in mathematics and economics. He is a former Rhodes candidate and Woodrow Wilson scholar.

The curriculum for The Masters in Branding Program allows students to create frameworks to guide brand, design and business development, critically evaluate brand, business, marketing and design strategies and Master the intellectual link between leadership and creativity. Learn more...


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Debbie Millman
Chair, Co-founder


Emily Weiland

Director of Operations, Graduate Advisor


Steven Heller
Co-founder, Faculty Advisor