
"What credentials does one need to be a guru anyway?" - Todd's Mom
Union Square, Manhattan, NYC
By Amanda Crafton
“Todd Delgado?” says Sally Kingston, a graphic designer at Deale&Crumb, a branding firm on 16th and Fifth Avenue, “Yeah, he’s a total fucking douchebag.”
Todd Delgado, a self-styled personal branding “guru” at Deale&Crumb, has managed to piss off every one of his friends, family members, and colleagues at D&C. The 33-year-old from Flemington, New Jersey, never graduated from college though he claims to be an alumnus of Notre Dame. “Hey, if you took class at a school, you’re an alumni,” explained Delgado. “That makes me an alumni of Notre Dame.” Delgado took an online screenwriting class at Notre Dame in 2008.
“What they don’t tell you about the branding industry is that anyone can claim to be an expert in branding,” says Franklin Deale, co-CEO of D&C. “Seriously, have you ever met anyone good at math or science—smart people in other words—who are in branding? It’s all bullshit, but Todd is calling himself a personal branding ‘guru’ and everyone equates that word with a charlatan. He’s bringing us all down. Honestly, he’s just an asshole.”
“He’s a total fucking asshole,” says Andy White, a copywriter at D&C. “He steals people’s food out of the office fridge and denies it. Then he tells clients how to build their own brand by creating a consistent and sincere voice and image. His brand should be an asshole holding a stolen leftover egg salad sandwich.”
“He’s always been a fucking asshole,” says Mrs. Delgado, Todd’s mom. “He once stole my jewelry and sold it to a pawn shop so he could buy fireworks to blow up my birdhouses in the backyard. I wouldn’t trust him as far as I could throw him. This common sense crap he sells as personal branding advice is total bullshit. Who needs to be told not to be an asshole to other people? Actually, my son, Todd does.”