Brand strategy and identity for a new company, following a multi-party
merger: Quarterbacked development of a unifying brand following the merger of seven commercialization organizations. Conducted an assessment of pre
-existing brands and cultures. Conducted external research: tested awareness, opinion and credibility. Developed brand strategy, positioning, identity and tagline. Achieved buy-in, trust, and confidence among staff, clients, academic and government stakeholders. Created a harmonizing culture.
Built presence as a catalyst for innovation in Ontario. Attracted new partners and funding.
Brand strategy, identity and new name for a seniors' facility responding to change in strategy: Led research, brand strategy and naming initiative for a multi-campus, faith-based, geriatric healthcare organization. Consulted with the Board, management, residents, prospects, families and academic partners. Identified core, shared values. Created the new brand strategy and positioning that conveyed the organization’s vision and direction while protecting pre-existing sub brand equity. Achieved buy-in, trust, and confidence from management, staff and other stakeholders.
Brand and marketing strategy to increase North American market share for a high-tech manufacturer: Retained by a Canadian roof leak detection company to help it establish itself as the market leader in North America's highly fragmented market. Consulted internally and externally (vendors, clients, intermediaries, media) to understand the business. Identified absence of industry leadership. Defined the brand's unique, evidence-based value proposition. Supported the re-positioned brand with fact based messaging. Identified opportunities to "tell" their story. The business grew, expanded and established the bar that others aspired to meet or beat.
Issues Management: Introduced and led crisis management process during incident of high-profile securities fraud. Provided counsel to CEO and management team. Managed internal and external information flow including media relations. Deflected attention and protected reputation.
Product launch for international news agency: Developed the strategy and directed the tactical plan for successful, world wide launch of carbon markets' product. Conducted research among prospective clients and stakeholders in the investment community. Created the marketing strategy and plan. Drafted collateral copy; worked with U.K. marketing team on production and distribution of sales tools. Led media relations.