Approach

Paraphrasing Lewis Carroll’s Cheshire Cat, someone in the business once said, “If you don’t know where you’re going, any road will do.” I believe a well-defined plan, born of effort and intention, is key to success for any organization or communications campaign. That’s not to say that the planning approach needs to be burdened with excessive process, but the rigor of thought has to be there. Experience matters—I can help get you there.

DISCOVER

I’m inately curious about what makes people think, act and believe the way they do. Because that knowledge is the source of the insights that can be used to influence change in those thoughts, actions and beliefs and, ultimately, change behavior. Through a combination of interactive discovery and thorough research, I start by asking questions and listening. Really listening.

DEFINE

I use a collaborative strategy session where I’ll work side by side with leaders from across your organization to guide a process that defines your path forward.

For brand-driven initiatives, this involves a highly interactive Brand DNA workshop resulting in a powerful new expression of your brand that creates the foundation for all organizational initiatives to follow.

ARTICULATE

With your strategy and Brand DNA at the center, I create actionable documents so everyone who contributes to your initiatives knows what you’re working to accomplish and the essence of who you are. These documents include your strategic plan, Brand DNA map and creative brief in addition to other material as necessary.

When appropriate, I can also leverage my experience in documentary storytelling and create your Brand Story, a multimedia expression of your Brand DNA to help all your stakeholders truly embrace the essence of your brand.

CREATE

For me it all leads to this: thinking and strategizing brought to life through breakthrough, engaging creative expression that has impact and drives change. For everything from behavior-change campaigns to more actionable communications for your organization, I’ll drive new thinking across all the ways you communicate.

EVALUATE

I view marketing as an ongoing learning process. Meaning that the launch of a campaign shouldn’t be an end point—your organization grows and gets stronger only when you intentionally evaluate what you’ve done so you can drive learning for the future. I’ll help you build the plan to do it.

I know this sounds obvious. But too few actually do it.