Q&A With Dale Roberts
Tue, Dec 29, 2015 at 10:35AM

Q&A With Dale Roberts


Dale Roberts

Chief Branding Officer

Dale E Roberts & Associates, LLC

Strategy / Design / Branding


Tell us a little about yourself and your company.

 I guess you could say I am “living the dream!” Since graduating from Ohio University with a BFA in Graphic Design and concentrated studies in photography and advertising, my dream was to own my own business. Early in my career I worked for several ad agencies in Orlando and Winter Park before officially opening my own business here on Central Florida’s East Coast. The old saying, “if you love what you do, you’ll never work a day in your life,” is so true.  At Dale E Roberts & Associates, you get big agency ideas with boutique style service.


 What do you do for inspiration?

 Nature and all of its beauty has always inspired the artist in me. Creatively and professionally, I am inspired by marketing that effectively captures an experience and leaves a lasting impression on the audience. Combining information (marketing) with compelling ideas and great design to influence that moment of truth (the audience’s moment of decision, to purchase a product or service) can be magical.


What is your all time most memorable moment during your career?

 Working on a 100 MB file in Photoshop on my first Mac (IIci) with 16 MB of RAM and 24 MHz processor is pretty unforgettable. 30 minutes to open, 3-4 hours to manipulate the image, and almost an hour to save. (If all goes well) Now that’s something I’ll never forget.


What’s your favorite project you’ve ever been involved with?

 There have been several, but what I enjoy the most is interaction with clients and the problem solving process. We as creative people need to be able to analyze and process information to produce good communicative design. On the corporate level, the best results come from a detailed marketing plan and a well-thought-out creative strategy. Then you start the design process.


What does the next 10 years of advertising look like to you?

 Well, not like the last ten years! LOL. Things are changing so fast in the world of delivering advertising and marketing messages it’s not funny. We need to take a good look at what information consumers deem trustworthy. Great advertising, marketing and collateral should be supported with outstanding testimonials, non-stop referrals, positive press, GREAT customer care, and totally awesome PEOPLE at every level. We cannot overestimate the value of good corporate culture and well trained people. I know what you’re thinking, what does that have to do with marketing? Well, we’re all in marketing - whether we’re answering the phone, producing a product, making a delivery, keeping the books or the top producer in sales.


What’s your favorite thing about working in the Daytona Beach area? What do you think Daytona Beach has to offer that other cities don’t?

 Having been here over 20 years I think Daytona Beach has really grown up. The best thing about working in here is definitely the people. Daytona Beach is a really close knit community. What I think makes Daytona Beach so special is the unique variety of entertainment and attractions. Locals and world travelers alike vacation on the World’s Most Famous Beach, take in NASCAR’s Daytona 500, enjoy the heritage and quality of life in Ormond Beach to the north, and frequent Orlando’s favorite beach to the south, (New Smyrna Beach). Who hasn’t enjoyed the lighthouse and Inlet Harbor in Ponce Inlet, or heard of Family Days in Port Orange? It’s all centered around the great city of Daytona Beach.


If you weren’t working in advertising, what would you be doing?

Growing up, I was fascinated with architecture. So probably that. I studied the history of architecture in college and love Frank Lloyd Wright’s work. He was so far ahead of his time it’s scary. Maybe that’s one of the reasons I’ve been so involved in the Home Building Industry on a local, state and national level.



What advice do you have for students/people just starting out in advertising?

 Wow, really? How much time do you have? LOL. The great thing about this industry is the variety of careers and specialties. My first bit of advice is to learn as much as you can in school - then stay curious and keep learning throughout your career. Outside of your specialty, (graphic design, copywriting, photography, sales, marketing, web, social media, etc) expand your personal foundation by learning to communicate well, be professional, put your heart and soul into your work, see the big picture, network and be involved in your industry, never lose your sense of humor, and most of all, have fun!



Where can people connect with you or learn more about your company?


dale@daleeroberts.com and my LinkedIn page.



What do you regard as being your biggest achievement?

Being the first person in the family tree to graduate from college. 2. Having an incredible partner in life. 3. Raising three totally awesome young men.


What's your favorite part of your job? What's the hardest part of your job? What do you do when you get stuck?


Strategizing and problem solving. Networking with big thinkers.   2. Turning the lights off at the end of the day.  3. Relax. Think positive. Move on. Come back to it.



Before you go, is there one last piece of wisdom you can drop on us?

Finish what you started. Find your true north and the meaning of life. Be a good listener. Always give more than you receive. The only thing keeping you from living your dream - is you!

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