About

Frank Priscaro – Principal

Frank Priscaro created Ten Thousand Feet to help companies use brand strategy as their prime organizing principle. By creating an accessible, but powerful brand strategy, and orienting the company around it, Frank helps companies very quickly develop a compelling story around their most unique attributes. Armed with this crystal clear rendition of what’s most important about the business, companies find—sometimes for the very first time—how having everyone pointed in the right direction can drive their success.

Frank has nearly 30 years of communications, advertising and brand development experience in Silicon Valley, and is uniquely suited to play an impactful role.

Prior to founding Ten Thousand Feet, Frank was Director of Brand Development at Transmeta. His responsibilities included creation of the brand architecture, as well as brand management and marketing strategy, product naming, corporate communications, company and product positioning and messaging, trade show presence, website strategy and management, and advertising and press relations.

Frank worked closely with the marketing and executive teams to develop a launch plan for the company and its Crusoe processor, culminating in a January, 2000, introduction that was described by the SJ Mercury as the “most successful launch in Silicon Valley history.” Frank also tightly integrated brand strategy with product marketing to drive OEM customer acceptance and build momentum going into the November, 2000, IPO, which raised over $350 million.

Prior to joining Transmeta, Frank was President of Priscaro & Hukari, an independent consumer technology agency with a reputation for creative and strategic excellence. During his Silicon Valley career, he created award-winning campaigns for Adobe, Apple, Cisco, Computerworld, IDG, InfoWorld, Intel, National Semiconductor, Quantum, Sun Microsystems, VeriFone, and Xilinx.

Frank has taught communications at San Jose State, has been a columnist at “Technology Marketing” magazine, and is a frequent speaker and writer on technology marketing and branding issues. Currently, he is also acting VP of Marketing at VEXTEC Corporation, a pioneer in the field of computational material engineering. In 2009, VEXTEC was named America’s Most Promising Company by Forbes.

He is the father of three grown children, enjoys golf and photography, and lives with his wife in Monterey, CA.