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sbp

There's a Science to this Stuff.

A brand is everything from the story it tells and the promises it keeps, to the ideas it ignites and the emotions it inspires. Properly managed, a brand is able to increase its impact and remain memorable over time. When positioned successfully, a brand develops goodwill, trust, and allegiance in the heart and mind of its target audience—inspiring action and driving quantifiable results. That's where I come in.

STRATEGIC BRAND

POSITIONING

If a brand doesn't define itself, everyone else will.

 

When a brand isn't making the splash it should, chances are its foundational story has lost its oomph. A brand might look great at first glance, but without a strong positioning — it doesn't stand a chance. When positioned correctly, a brand remains relevant, meaningful, and memorable over time. Just as nature intended.

 

GETTING A BRAND 

FROM A-Z

discovery

Throughout the discovery phase I research, analyze, and synthesize an amalgamation of information to best define and distinguish a brand from the competition.

brand story

I create the powerful language that resonates with a brand's target audience, and then write the 'story' that will serve as the foundation of all communications going forward.

positioning

I understand what it takes to position and reposition a brand in the marketplace, create the desired perception, and drive awareness consistently. 

 

ideato

THE SCIENCE OF

DECISION-MAKING

THE TEMPERATURE OF

WORDS

Contrary to all those rumors, good ideas come from hard work. This is no guessing game. A good idea is only as sound as the foundational information that supports it—so, it makes sense that only after miles of research and analyzing that research, that the real fun starts. Everybody knows that when an ideas is grounded in reality, even the wildest of ideas stick like a sucker-punch.

Understanding the emotional associations people make when they hear a word, plays a critical role in bringing an idea to life  And when that happens, words can tickle the imagination and dance right off the page. 

 

Naming + Slogans + Taglines

1/16

BRANDS

PAST + PRESENT

BRANDS I'VE SERVED:

Beauty + Fashion

Garnier L’Oreal Maybelline Vaseline Calvin Klein Fruit of the Loom Kiwi Shoe Polish  Rosetti Russell Athleticwear Under Armour

 

Confectionary + Food

Cadbury Schweppes Campbell  Soup Country Crock DelMonte Heineken Mars Chocolate Panda Licorice Unilever Upfield Pepperidge Farm

 

Consumer + Luxury

AAA Affinia Hotels Expedia RideShare Ethan Allen Lutron Martha Stewart Wagner Swimming Pools Saab Seiko 

Consumer Electronics + Engineering

Amazon Consumer Electronics Avaya B&H Photo DYMO JBL Harman Kodak Panasonic Thingify 3D UV Defense Airpot Cisco DeFacto Global EIQ Networks Henson Group IDT IBM WatsonOpen Solutions PG&E SecureRF Sieble Systems VividCloud X3D Technology

Education

Drop-In Learning Center Harvard Laureate Education Motivations CEU Thomas College University of Bridgeport Zicklin School of Business

 

Entertainment

AMC Channel Odyssey Networks Beijing Olympics Food Network  Hallmark Channel  Maccabi Games Maritime Aquarium Nascar Odyssey Channel

 

Financial

American Express BPD Bank Citibank First County Bank GE Capital Greenwich Access MasterCard OSB Capital Provident Bank Reuters Sterling Investments Tomkins Financial

 

Healthcare + Pharmaceutical 

Alnylam Pharmaceuticals American Lung Association Astra Zeneca Bausch & Lomb BioBDx Boehringer Ingelheim Cephalon Evexia Evexia Nutraceuticals GSK Biologicals JanssenCarepath J&J Novo Organon Pfizer PharmaEssentia SeaCare USA Teva Pharmaceuticals Upjohn Viartis  WebMD Wyeth  ADAA ACS New York BlueCross BlueShield  Medicare, Children’s Health Fund Cigna Greenwich Psychology & Wellness Jeanine Rousso Counseling Joel Leon DDS Life Care Life Extension Pascal Chiropractic St. Vincent’s Hospital Streams of Hope Counseling Tel Aviv Dental Clinic 

Non Profit

AirLifeLine United Nations United Way

Publishing

Civitas FairPlay Publishing LinkedIn New York Times Pequot Press Ziff Davis

 

WHAT HAPPENS WHEN A BRAND IS POSITIONED POWERFULLY?

IT GROWS LIKE

gangbusters.

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