Who We Are

Who We Are

Punctuation is a small consultancy focused exclusively on servicing creative, digital, and marketing services firms.

Originally founded as ReCourses, Inc. by David C. Baker in 1994, Punctuation has grown in scope and influence since 1994 and has now worked with more than 1100 independent marketing firms.

Father and son David and Jonathan now tag-team the work, though each has a particular focus and expertise. Chances are that if you work with us, you’ll be working with both David and Jonathan during your engagement.


David C. Baker

Practice Lead, Advisory Services
I was born in Michigan, but lived in San Miguel Acatán, Guatemala with a tribe of Mayan indians until I was eighteen years old, after which I moved to the United States. I spent six years in graduate school, earning an advanced degree in ancient languages and theology. I’ve taught at the undergraduate and graduate level, primarily in modern and ancient languages, as well as applied history. (I wish I had majored in anthropology rather than learn 10+ languages.) More of us, it seems, are bringing expertise to areas not closely associated with our majors!

I managed a publisher and mail order book house (Eisenbrauns) from 1983-1988 and then owned and ran a marketing firm in Warsaw, IN, from 1988-1994.

I live in Nashville, TN with my wife Julie. We have two grown boys: Jonathan (with his wife Sarah and daughter Addie and son Nash) lives in Atlanta and Nathan (with his wife Colby and daughter Emme and son EJ) lives in Nashville.

I am a fan of fine woodworking, teaching racing to already expert motorcycle racers, and flying 25 different types of airplanes and helicopters. Most of all, though, I express myself primarily through photography.

I speak to, write for, and consult with the expertise marketplace. I’ve worked with 1100+ firms, and tens of thousands of others have been through our seminars or attended a speaking engagement.

I own RockBench Publishing Corp., a traditional and electronic publisher of courageous thought leadership insight. Through it we give sharp thinkers the sort of platform they deserve. Search for “rockbench publishing” at Amazon and you’ll get a feel for the quality of the offerings.

I have been a featured speaker at nearly every marketing industry conference (APDF, HOW, AIGA, PRSA, Counselors Academy, MYOB, SEGD, BDA, PROMAX, Y, etc.), as well as nearly every association that serves this field. I have spoken at multiple TEDx events.

I have been a frequent contributor to nearly all the major publications that serve the marketing industry (Critique, Communication Arts, HOW, Rough, Creative Business, PR Intelligence Report, Creative Planet, In-Review, Graphic Artists Guild, Agency Insider Report, Post Industry, Internet Professional Publishers Association, etc.). I edited Persuading for its entire tenure of six years, earning accolades from subscribers all over the planet.

My work has been discussed in the Wall Street Journal, USA Today, Fast Company. Inc. Magazine, Forbes, MarketingProfs, and BusinessWeek. I have also contributed portions of Cameron Foote’s The Business Side of Creativity, Robert Bly’s Internet Direct Mail: The Complete Guide to Successful E-Mail Marketing Campaigns, and the new AIGA book on Professional Practices in Graphic Design (also translated into Chinese). I have contributed to a dozen other publications by leading authors, and a three-part booklet series was published by NewPage, entitled David C. Baker Speaks. The 10,000 copies were sold out. Probably a highlight of my career was when David Maister asked to include some of my work in his own published material.

In addition to the book noted above, I am the author of three RockBench titles: Managing (Right) for the First Time, Financial Management of a Marketing Firm, and The Business of Expertise.

Jonathan Baker

Practice Lead, M&A Services
After growing up in Nashville, I moved to Atlanta, GA and attended Emory University’s Goizueta Business School. I graduated with a major in Marketing and a minor in Religion (there is more overlap than there should be, unfortunately) and started working at a small boutique marketing strategy consultancy, (r)evolution partners. There, I was able to do marketing strategy and positioning work for Fortune 500 CPG companies such as Coca-Cola, Heineken, The Home Depot, Pfizer, Colgate, and Carlsberg.

In 2011, I left to pursue my own business, Monday Night Brewing. Along with two business partners, I have grown our craft brewery to five locations (two in Atlanta, one in Birmingham, one in Charlotte, and one in Nashville) and 130+ employees. We are now one of the largest craft breweries in the nation by volume. My focus has been on marketing, sales, and taprooms. I recently stepped out of the day-to-day at Monday Night and handed off my CMO responsibilities to help David (who also happens to be my father) grow his business.

I head up our M&A practice at Punctuation. I’ve worked on dozens of deals both inside and outside the industry, and bring a unique perspective as a fellow owner who has gone through the process myself. 

I love cocktails, music, and hiking, and live in Atlanta with my wife, two kids, and entitled new rescue dog.