For more than 25 years, I've developed brands, marketed B-to-B and consumer products/services and delivered precise communication to build and protect reputations in various industries:
I've consistently had an overarching goal - to develop branding, marketing and communication strategies that inspire people to engage with our brand and ultimately move them to become or remain a customer, shareholder or member.
Insightful Approach That Inspires & Engages
Building trust is the key to develop long-term relationships with people. That is especially true in business when people - customers, prospects, members, etc. - don't start with an emotional stake in the relationship.
My approach to branding, marketing and communication aims to build and sustain emotional affinity that is a catalyst to deeper engagement and ultimately, brand loyalty. It consistently involves some fundamental principles:
Listen and observe what people desire from our brand and our category, including competitors, and start an ongoing dialogue.
Develop a differentiated offer or solution the customer wants, and especially if the product is a commodity, create branding and messaging to set it apart.
Humanize the company/brand by becoming an advocate for customers/prospects and view them as more than a transaction.
Be highly relevant - develop messages people actually want and deliver them in the many digital or traditional channels where different people go for such content.
Allow people to experience the brand instead of just telling them about it. Demonstrate our solution. Bring it to life.
Be willing to take risk. Measure what resonates. Modify what doesn't.