Experience
Each brand (or business) faces its own unique challenge.
Whether it’s launching a product from scratch, reviving a brand to past glory, creating new business opportunities, finding the right target audience or crafting the perfect campaign strategy, I’ve learned:
The answer is out there. (That’s the good news.)
There’s oftentimes more than one. (That’s the better news.)
The answer to a brand’s (or company’s) challenge can be buried under mounds of data. It can be lost in back of a consumer’s mind. It can be hidden in the archives. It can be suspended in the middle of many perspectives. It can be broken apart like pieces of a puzzle. And, every once in a while, it’s sitting right out in the open.
Whether working with a team or toiling away on my own, I’ve had the opportunity to tackle some fantastic challenges – from the cut-and-dry to the spider-web complex:
How do we revive our brand?
How do we establish ourselves as a leader?
How do we connect to customers on an emotional level?
How do we turn brand nostalgia into current loyalty?
How do we find the right target for our new product?
How do we balance the needs between current and new customers?
How do we effectively reach such an elusive target audience?
How do we position a celebrity as aspirational, but still likable?
How do we create new products and services to further build loyalty?
How do we raise price points on a brand that’s lost cache?
How do we connect with super savvy, over-marketed-to Gen Y?
How do we translate brand values across cultures and countries?
How do we compete in a category where ‘premium’ is a commodity?
How do we move from being a regional player to a national player?
How do we restructure our business model around a shifting landscape?
How do we get our team into the lives and minds of consumers?