Brand Strategy
Competition has never been more fierce.
I help you gain brand clarity and differentiation.
Define a simple but transformative position in the market
Understand your brand’s authentic point of difference
Clarify your brand’s manifesto, purpose and story
Know why people choose your brand
Brand Strategy creates a consistent but flexible foundation through proven methodologies that serve you and your team well. Frameworks, roadmaps and tiger strategic constructs provide an equal dose of inspiration and utility in order to carve out relevant, memorable brand spaces that thrive in today’s marketplace.
Deliverables:
Business model
Positioning
Purpose
Values and Benefits
POD/RTB
Brand Architecture
Innovation Pipeline
Consumer Research
Needs have never been more elusive.
I help you dimensionalize your consumer.
Describe your consumer, beyond a spreadsheet
Visualize lifestyle, experience and pain points
Define psychographic beliefs and intrinsic drivers
Map out their unique journey, beyond shopping
As a trained moderator, I get up close and personal with your consumers to understand who they are, their cultural realities, how they perceive brands and more. Since Brand Strategy is at my core, I like to think of myself as a strategic moderator, able to see the bigger picture and help connect the dots. I like to leverage visual and verbal stimuli to unpack consumer realities, beliefs and desire.
Deliverables:
The best research strategies are tailored to the challenge at hand. Below is a list of example qualitative and quantitative methodologies that serve my clients well.
Focus Groups
Ethnographies
1-1 interviews
A&U Studies
Segmentations
Monadic
A.I.
Cultural Foresight
Relevance has never been more accelerated.
I help you define your brand’s cultural value.
Define your brand’s unique cultural value
Create curated brand pathways for innovation
See where your adjacencies lie
People love to talk about trends but that feels so yesterday. The word trend implies impermanence. As soon as you wrap your head around a new reality, it's gone. I help you understand your brand’s cultural value yesterday, today and tomorrow. This context gives you tangible ideas and behaviors to spark dialog, innovation and increase meaning.
Deliverables:
Cultural Pathways
Consumer Definitions
Workshops and Ideation Sessions
Cultural Tours
Brand Expression
Brand articulation has never been more important.
I help you understand your brand’s unique image and personality.
Connect your brand story to your brand expression
Leverage codes that penetrate memory structure
Fuse your brand’s personality to its tone of voice
This step of the process is key to successful branding. Aligning to a brand strategy through words on a page is a relatively objective exercise that people can get behind. But, visualizing that strategy, naming the brand and giving it voice is highly subjective and messy. I help you navigate this process and apply strategic principles and values across your brand’s ecosystem, design, voice and content strategy.
Deliverables:
Platforms
Moodboards
Naming
Tone of voice
Copywriting
Content
Assets