Branding

Branding has been called the art of differentiation – helping distinguish your product or service from the competition and demonstrate why it’s more desirable. When developing a brand management function, I take a consumer-first approach in creating a balanced brand portfolio strategy. This involves looking at the intersection of consumer desires, category insights, and cultural needs to frame our go-to-market playbook. Clearly defining our brand purpose and positioning – what the brand means to consumers both practically and emotionally – and telling an authentic story enables us to connect with consumers on a deeper level and foster a more meaningful relationship.

Below is a sample of a robust brand building process for a new concept marketplace launch. As such, we had to create the brand from the ground up; without any preconceived notions or parent brand to guide the concept and creative, we were able to develop a brand that was fully and strategically based on those consumer insights, category needs, and cultural impacts for which we were seeking to provide a solution.