copy + positioning + direction
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.
STRATEGIC
BRAND POSITIONING
TAKING A BRAND FROM A TO 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 ('Positioning Statement')
I create the powerful language that resonates with a brand's target audience, and then write the 'story' that will serve as the foundation for all communications going forward.
Positioning
Once the groundwork is complete, the brand can be positioned in the marketplace with the desired perception—in perpetuity.
The Science of Decision-making
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.
The Temperature of Words
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.
CAMPAIGN
IDEATION
IDEAS THAT GENERATE AFFINITY, TRUST AND ALLEGIENCE.
Brands I've positioned.
AMC Channel, American Express Open Card, Astra Zeneca Pulimcort Respules BPD Bank Remittance Program, Cadbury France LaVie Bonbons + Vichy Mints, Campbell’s V8, Children's Services NYC, Corporate Advisory, David Pascal DC, Del Monte Fruit Chillers, Ethan Allen, Evexia/ Nutraceuticals, First County Bank, Heineken Kegs, Jordan Goldstein DMD, Kiwi Shoe Polish, LaGrange Daily News, Mars Chocolate, Martha Stewart Everyday Paints, MaryCare, Mastercard TeenCard, Michelle Peacock PhD, New York Times/LinkedIn, Odyssey Channel, One Source Business Capital, Panasonic In-Flight WiFi, Pepperidge Farm, PG&E Solar Schools, SeaCare/TBL-12 Sea Cucumber Supplement, Senior Living Developers, Times Leader, UV Defense, Vaseline Intensive Rescue, VividCLoud, X3D Technologies