Let’s un-fuss

I help brands find clarity, quickly. As a brand strategist, I work with you to distill, clarify and simplify your brand challenges. Businesses that have grown, but brands that have not, dated positionings, messy messages, fuzzy propositions or convoluted briefs, l love the challenge of unraveling complexity. I keep it simple, insightful and actionable, always asking why before what. I work with people, not for people.

I’ve worked across a multitude of brands and myriad markets, but here are some of my recent core focus areas:

Food and Beverage

Healthcare

Non-Profit

Federal Agencies

Energy and Infrastructure

Clients typically come knocking for these reasons:

  1. Our business has evolved, but our brand has stayed the same. It’s time for a re-look.

  2. We have grown and have new services or products. We need a new positioning. 

  3. Our brand story is outdated or non-existent. We need a brand narrative. 

  4. We have no north star. We need a brand or creative platform for consistency and distinction. 

  5. Our value proposition is complex. We need help articulating our key messages.

  6. We are a creative team at an agency with a juicy brief and need strategic direction.

A few of the brands I’ve partnered with:

Some of the brand challenges I’ve helped clarify.

How do you sell British tea and bitter Italian liqueurs to Americans?

How do you reposition a research agency that’s grown into a communications firm?

How do you encourage millennials to serve abroad?

How do you shift the perception of a long-standing digestive health brand from old to an established market leader?

Do you rename or reframe a highly reputable trade association whose name represents the category?

How do you bring the brand proposition of a large sandwich brand to life in a franchisee pitch deck?