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.
If a brand doesn't define itself, someone 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 done correctly, a brand remains relevant, meaningful, and memorable over time. Just as nature intended.
GETTING A BRAND
Throughout the discovery phase I research, interview, analyze and synthesize an amalgamation of information to best define and distinguish a brand from the maddening crowd.
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 of all communications going forward.
I understand what it takes to position (and reposition) a brand in the marketplace, and create and drive perception.
THE SCIENCE OF
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.
Great ideation goes hand-in-hand with a brand's positioning. It's only after I've acquired an expertise in the brand that the ideas start to flow. And when an idea is grounded in reality, even the wildest of ideas stick like a sucker-punch.
There's an emotional weightiness to language and understanding the nuances that can change meaning and open the mind, the heart, and the imagination is the critical to bringing an idea to life. And when that happens, it dances right off the page.
THE TEMPERATURE OF
Naming + Slogans + Taglines
WHAT HAPPENS WHEN A BRAND IS POSITIONED POWERFULLY?
IT GROWS LIKE
PAST + PRESENT
Cadbury Schweppes Campbell Soup DelMonte Heineken Mars Chocolate Panda Licorice Unilever Upfield AMC Channel Beijing Olympics Expedia Food Network Hallmark Channel Maccabi Games Maritime Aquarium Odyssey Channel Amazon B&H DYMO Harmon/JBL Kodak Panasonic Ethan Allen Lutron Martha Stewart Garnier Calvin Klein Fruit of the Loom Kiwi Shoe Polish Russell Athleticwear L’Oreal Maybelline AAA Nascar Saab Seiko Under Armour American Lung Association ACS New York United Way United Nations Allergan Astra Zeneca Bausch & Lomb Besremi BlueCross BlueShield Cigna Evexia Givlaari Johnson + Johnson Life Extension Novo Organon Pfizer Shingrix SeaCare USA Teva Pharmaceuticals Vaseline WebMD Wyeth Cisco IBM PG&E Sieble Systems VividCloud University of Bridgeport Harvard Thomas College Zicklin School of Business American Express Banco Popular Citibank First County Bank GE Capital MasterCard Reuters Affinia Hotels LinkedIn Civitas New York Times Pequot Press Ziff Davis