I help unlock brand potential for bold change and meaningful growth.

I’m an independent brand transformation partner, who uses cultural insight, data-driven methodologies, and human creativity to make brands boldly distinctive, customer-centered, and culturally magnetic.

My approach is grounded in collaboration, provocation, curiosity, and a healthy dose of passion.

I solve brand problems

with a variety of tools

SERVICES

2 x 2 matrices and wearing scarves in a rakish European manner aren’t my only skills. I have a few other tools on my belt.

BrandING

Brand Positioning
Brand Architecture
Mission and Vision
Design Strategy
Account Planning
Verbal Identity and Naming

INSIGHTS

Cultural Trends Analysis
Focus Group Moderation
Ethnography
Semiotics
Brand DNA Audit
Whitespace Analysis

INNOVATION

New Product Ideation
New Brand Creation
Pipeline Strategy
Customer Journey Mapping
Launch Strategy

The company I keep
Parnters and Projects

Branding is the art of focused passion. I look for agencies and clients with a unique point of view, a bold vision and the fearlessness to pull it all off.

A few recent projects

Ideating new-to-the-world product concepts in “American brandy” for worlds largest spirit maker
Positioning and internal mission for NYTimes’ burgeoning Games division
Global comparative ethnography of sports fandom in Asia, Middle East and North American
Positioning and internal cultural transformation for major East Coast hospital network
Ethnography of Millennial nightlife in US, UK & Germany to position a global spirit brand
Innovation and creative strategy for 6 new-to-the-world private brands for national retailer
Positioning, design strategy & naming for a new natural yogurt challenger

Some favorite agency partners