Brand, Strategy, Positioning & Messaging
A clever strategy is useless if it isn’t practical and cost-effective to execute. Working with a strategist who has spent time in the executional trenches will bring both the high-level and ground-level thinking you need, with maybe some surprising breakthroughs along the way.
EXAMPLES
Increasing total corporate value
Cirravox had a couple of holdings: a live voice answering service and a mobile call distribution app. I positioned the company as a technology provider for small business empowerment, focused on sole business owners. My branding and positioning increased customer adoption for each, unified their value proposition, and staged the company for acquisition.
Introducing a global brand to the U.S.
At the time, the Nokia name only appeared on inexpensive little phones given away free by carriers; good for distribution, bad for branding and margins. I leveraged the advanced engineering of their computer monitors to position them as “The finest example of European engineering to ever come without a hood ornament.” Monitor sales exploded and people even started paying for their phones… at a premium.