About the Program

 Hello.  We offer branding services for growth companies and media professionals. 

Click the growth companies link if you are part of a startup or early stage company that is looking to grow. Click the media people link if you are working in media as a producer, writer, editor, or content creator. I have a program that will work for you.

Lee Schneider Red Cup Agency

I’m Lee Schneider, Creative Director and Editor-in-Chief of Red Cup Agency in Santa Monica, CA. Red Cup produced podcasts, develops and distributes ebooks, and writes articles. It’s a digital publication agency.  I’ve taught media and crowdfunding for the USC School of Architecture, where I am a member of the faculty. I’ve also taught business marketing at General Assembly in Los Angeles. I am a mentor at USC’s Blackstone Launchpad incubator.  I’ve been a media guy for a long time and have re-started and remade my career several times.

Media Kit

Books by Lee Schneider

My writings appear on Medium and he is the producer and host of the popular podcast Cult/Tech, which is distributed on SoundCloud, iTunes, TuneIn and Stitcher Radio.

Factoid: I was was a writer for the iconic cartoon series ThunderCats.



Why are there two programs?

Startups and growth companies need online branding to position themselves in the marketplace. Their narrative is brand new and needs to be established. If you’re media person – a journalist, writer, producer, editor or content creator – you often have an online narrative in place. You might need to  refresh your narrative or deploy it on social media platforms.

For Media People

Mastering the media ecosystem is a challenge.

Life comes at you fast, especially if you work in media. You may have been laid off recently, passed over for a promotion, or want a better job. We’ve all been there. I worked in newsrooms for a couple of decades before starting my own media company. Why did I make that change? I saw what was coming down the road. Consolidations and budget cuts tell only part of the story. The character of the media ecosystem was changing — and continues to change today. As a writer, producer, and director I wasn’t getting the work I wanted. Is that your situation now?

One of the great things about working in media is that we have proof of what we do well. We have a reel or writing samples. Here’s the deal: You need to be discovered online.

Whether you are looking for a job or working to get a better one,  your potential employer first has to discover you and get a sense of your reputation online. Once they meet you, will look beyond your resume and past your reel. 

Take control of your narrative

Think about it. Your narrative is really all you have. It’s how people get to know you. It’s indispensable, a story you can’t get away with not telling. Are any of these a fit for you?

  • I’m looking for a new job.
  • I want to retool my career.
  • I have skills but don’t know how to package them in today’s media ecosystem.
  • I’m getting ready to ask for a raise or promotion and need some coaching.

You’re going to need to tell a story about yourself to get what you want. We all need stories that are deeper than what a resume can deliver. When an employer wants to hire you or give you a better position or a raise, they will tell themselves a story – about you. You might do it in a blog, a podcast, in social media. If you don’t provide the story, you probably won’t get the job or the raise.

As a media-maker, writer, and pitch expert, I have decades of experience. I was a writer on Good Morning America, a producer on Dateline NBC, executive producer on documentaries and specials for The Learning Channel, History Channel, Discovery Health, Bravo, Food Network and others. As Creative Director and Editor-in-Chief at Red Cup, I supervise production on podcasts, audiobooks, and edit articles and ebooks. I write for Medium and The Huffington Post. I produce the popular Cult/Tech Podcast. I am the author of the Amazon bestseller Be More Popular: Culture-Building for Startups, Chronicle of a Startup Town: Los Angeles, Powerful Online Delivery Systems: Free and Low-Cost Platforms for Creative Individuals and Companies, the Angel Playbook and ACE YOUR EBOOK.

I am an instructor for USC, where for the past few years I’ve taught a course in entrepreneurship and communications. I am a mentor at USC’s Blackstone Launchpad incubator. I’ve taught business and entrepreneurship classes at General Assembly in Santa Monica and downtown LA.

I know how important your narrative is and I want to help you to express yours.

A Six-Month Program Created Especially for you

In my personalized six-month coaching program, you will work with me to shape the personal brand you need to get what you want.  We will support it with the online media that will help you land a great job, move up in your current job, or change careers.

How it Works

Each month, we will meet for an hour via Uberconference. During the call, you’ll reset and reinforce goals, sharpen your objectives and move closer toward landing your dream job, reworking your career in media, or a complete career change. We will work on building credibility in your social media feeds, create writing projects, and develop your domain authority over the best platform for you online. I’ll give you assignments to complete by the next meeting. I’ll be available via email for questions between calls and will go over any assignments and give you feedback.

What You Get

Together we will create a personal brand that resonates with the target audience in your industry.

  • We discover the best channels to help you become more visible.
  • We create social media content strategies for Twitter, Facebook, LinkedIn, and Instagram.
  • We create and maintain social media feeds.
  • We discuss blogging strategies for Medium and LinkedIn Pulse, the top spots where employers discover you.
  • If your focus is video, we build Vimeo and YouTube portfolios.
  • If you’re a writer, we create blogs.
  • You’ll come away from the program with a new direction and sense of purpose.
  • You’ll also have fresh media to showcase your skills.

We are in this together.


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Apply to the program


What if I am a startup founder and not a media person?

I work with startups a lot. Have a look at this version of the branding program.

Do you specialize in branding for certain industries? 

I’m a media guy. My domain expertise is with journalists, nonfiction writers, producers, directors, and editors.

Do I have to post anything before I am ready?

For documents, I work in online apps like Quip and Google Docs so that we can edit together.  If we are working on social media feeds, we can use an app like Buffer that allows us to put up drafts for review. We can keep Vimeo and YouTube links private and password protected. We only post material when you are ready.

How advanced in my career do I have to be for personal branding to be effective?

It is valuable for you when changing careers, or when re-starting and rebranding your career. It also works when looking for your first job, to set an online identity that employers can recognize.

The program is by application only.

The application is online. Take control of your narrative and fill out the form with no obligation. I’ll get in touch with you whether you are accepted into the program or not. Good luck!

Photo by Smart on Unsplash


Your Brand Narrative

You must tell a story about yourself

A new company needs market validation. No matter what your preferred term, be it growth hacking, customer outreach, or customer development, acting on your market research and developing a customer base is what makes a company, brand, venture or idea thrive. If you can’t tell a story, you’re in trouble.


Your narrative will make or break you

Your new company, startup, blog, book, or podcast will become known by the story it tells about itself and the promises you make to your listeners, fans, and customers. When we talk about your brand, we are talking about those elements. The best way to accomplish that is by developing media around your brand. Write articles, develop guest posts, and produce podcasts. Present your company narrative to journalists and bloggers so they can write about it. When an investor, potential client, or customer is looking for you online, you’ll show up higher in search results. You’ll also show up in relevant online outlets, blogs, magazines, and podcasts that your audience reads and listens to, and this will help validate their choice to work with you. We call this populating search. It works for new companies, and it works for angels who want to become better known and increase their chances of being discovered by founding teams.

Loyalty is built directly on a foundation of storytelling

The narrative a company constructs about itself, its mission, its founders, and its team is what drives people to try you if you are new and to stick with you if you are established.

Consider these brand narratives. “Sharing makes the world a better place” has worked well for Facebook. Elon Musk’s vision of Tesla “saving the planet one electric car at a time” is a narrative that has resonated with buyers who have money to spend. Google’s mission to organize the world’s information and make it universally accessible and useful is grand but also easy to grasp. Your narrative is how people know you and position your company or idea in their mind.

Be relevant and discovered in search results.

At Red Cup, we believe that an online narrative is what makes your discoverable. Customers, users, friends, and financial backers connect to the media you build around yourself.  When you look at your company presence online , what do you see?

  • Blog posts that express your domain authority and expertise?
  • Social media feeds like Twitter, LinkedIn, and Facebook that reflect who you are?
  • Interviews on podcasts and in articles that illustrate your experience?

If you have all that, wonderful – you are ahead of the game. If you have little or none of it, you’d better get started. People are searching for you, investors want to back you, customers want to buy from you – but they will not know who you are.

Take control of your narrative today

How it Works

This is a six-month program. You work with Lee Schneider directly to shape your brand message and develop the best ways to deploy your message online.

Each month, you will meet with Lee for an hour via Uberconference. The program begins with developing and sharpening your brand message. As the calls roll out, you’ll reset and reinforce goals, sharpen your objectives and deploy media, advertising, and editorial content around your brand message. The program includes building credibility in social media feeds, creating blogs and other media projects, and developing your domain authority. At the end of each call, Lee will give you assignments to complete by the next meeting.

What You Get

Working together, we create a brand message that resonates with the target audience in your industry.

  • Using Meltwater, our business intelligence platform, we discover the best channels
  • We create social media content strategies for Twitter, Facebook, LinkedIn, and Instagram
  • We create and maintain social media feeds
  • Our staff of researchers provides research and editorial assistance
  • We discuss blog, media, and editorial content strategies
  • We set your plans to develop blogs, ebooks, articles, or podcasts
  • We execute on these plans so you can create the media you need

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Apply to the program

Case Studies

The founder of OptIn, Kerry Dolan, needed to differentiate her startup from similar services. OptIn is a program designed to help women re-enter the workforce after taking time off to raise a family or be caregivers. I developed a blog series to profile how Kerry’s company was able to help women who wanted to opt back in or who were already back at work. I helped find women to profile in the Her Story series and developed the blog series for Kerry and her staff to post on their site and share in social media. I also worked with Kerry’s staff to share and post content for OptIn’s social media feeds. Using search tools like Feedly and Meltwater, and posting tools like Buffer, made the process easy and fun. Kerry’s personal brand and the brand of her company have a sharper focus.

Rob Jacobs, the co-founder of UnSit, had a great idea and a brand new company. UnSit makes and markets a treadmill called the WALK-1 that fits under your standing desk. Rob has a wealth of experience in health and fitness markets. We needed to shape his message to communicate the value of UnSit, in words that sounded right for him. We also needed to discover the best way to convey his message to journalists and podcast producers who wanted to interview them for articles and broadcasts. I’ve worked with Rob to tell his personal and professional story in a way that resonates with media professionals. He is regularly doing interviews now with confidence and clarity.

Empire State Building Image:  by Maarten van den Heuvel on Unsplash

Startup by Štefan Štefančík on Unsplash