ABOUT
I am a Brand-Builder, a Creative Leader, and a Strategic Partner. I'm deeply invested in the positioning of brands, growing audiences, and impacting the market.
I am guided by a few simple beliefs:
RADICAL DIFFERENTIATION
In an attention-economy, marketing noise makes the consumer highly resistant to new offerings, and new ideas. To create a successful business, being radically different must be built into the core of the brand strategy, and the creative team's daily approach.
I crank up the “onlyness” to eleven, making it incredibly easy for customers to notice you, choose you, and share your brand.
Differentiating is competing.
AUDIENCE-DRIVEN
Today, selling products is a failed strategy. People prioritize a sense of belonging over "more stuff".
Tapping into your audience's deep-seated values and emotions is key to bypassing the instinct to say "no."
When we foster shared values, the audience cultivates a gut feeling about your business: the very essence of brand. When people feel connected, they adopt and promote you.
As a director, I'm always looking for ways to invite the audience in, let them sculpt our brand, and take a real stake.
CRAFT AT SCALE
How can we accomplish these things? How do we create radically different, emotive brands that engage audiences, and build consumer tribes that last years instead of months?
It all starts with your company’s creative culture: no one is more familiar with your brand — the way you want people to think about it — than you are. Aligning the company to a shared vision is key: a united front that allows nimble in-house teams to outperform the biggest, baddest agencies around.
LOYALTY
In all this work, loyalty is the true end goal — the real product. It’s the best outcome we can hope for. It's the most informative KPI; your greatest ROI.
Think of this: a 5% increase in customer loyalty can boost profits by 75% or more. Almost 65% of a company's revenue comes from repeat business — brand Loyalists.
When you've earned the customer’s trust, they become loyal to your campaign. They’re not passive consumers: they’re in love. As ambassadors, and evangelists, they drive the brand forward in ways we haven’t thought of, because they feel invested. They are now extensions of the brand itself...
THE UNIVERSE IS CHANGE
Cultivated over the course of my career, these tenets guide me as a leader; assembling the best creative teams to help companies deploy brands, and developing the cultures needed to sustain them.
But, my beliefs are always changing and growing with the industry. I listen to people, and elevate the best ideas. I’m prepared to be wrong, start from scratch, ask different questions, and turn problems into opportunities. Sometimes that means throwing my beliefs out the window — fast.
Big, scary changes are constant, inevitable, and necessary. They reshuffle the deck, and present serious opportunities to challenge the brand hierarchy — if you’re bold, and quick. This is where I come in.
