Although we are a new company, we have a rich history of creating and activating passionate brand narratives that inspire and guide marketing content — from team behaviors to consumer engagement, from day-to-day work to new product development and new-to-world brand creation:

Challenge:

An authentic vodka brand with a rich provenance facing a proliferating category and competition poaching its core equity needed to find a new authentic positioning.
Split attitudes, occasions, and geographic perspectives prevented the brand from achieving a cohesive brand narrative.

Actions:

Led a series of global, multi-functional brand workshops (including multiple agency partners) informed by the competitive brand landscape assessment and regional challenges.
Expertly facilitated and strategically provoked teams to decode the brand tenets into identifiable principles that became the new creative positioning foundation.

Results:

A CMO-aligned regionally embraced brand foundation — positioning and brand architecture — became the guiding principles for all agency briefings and innovation planning.
The co-creation process enabled a renewed trust between the global and regional marketers who were enrolled in the process.
The brand positioning contributed to the brand achieving growth in the US over the following year.

Challenge:

A family-owned lifestyle brand, leading category market share with a dual business model – product-delivery forms and product refills.
Research showed that the ‘source of volume’ consumer is challenged with identifying brand expertise, niche players encroaching on their core business, and a business needs to drive trial with a younger demographic.

Actions:

Led a core group to integrate multi-functional teams into a singular inspiring brand purpose and brand architecture to drive focus and increase trial.
Expertly facilitated disseminating the brand principles with teams to guide creative work aligned to the brand purpose.

Results:

A CMO/business team aligned to the new trajectories and the global multi-functional team leaders chartered with activating the brand POV.
The brand architecture, new to the global marketing team, provided a rallying point for teams to use as a centerpiece for decision-making.
The renewed brand purpose and brand architecture helped create the revised marketing plans and driving trial for the brand.

Challenge:

A large enterprise brand innovating in many solution categories.
Research showed that to connect to consumers, they needed to address each disease state's behavioral components.

Actions:

Led the creative teams to define the visual equity for each disease franchise and addressed the messaging strategies that promoted the lifestyle touch-points that were meaningful to consumers.
Expertly reviewed the creative contributions of global agencies, managing the articulation of the brand purpose and visual brand equity.
Led the creation of a global launch trade-show booth which included coordination with a European design-build agency.

Results:

The newly formed business team aligned to the franchise's new trajectories and led the activation of the brand POV.
Aligned the corporate brand leader to the new disease franchise structure and the role between product and corporate brand strategy.