Services
Brand and Marketing Strategy for the Greater Good
Brand Positioning
I work with teams to assess their brand strategy, help them clarify their purpose, refine their positioning, and identify distinctive business-building opportunities. A project like this usually takes four to six weeks, during which time I use existing reports to uncover audience insights, conduct research among stakeholders to understand competitors and relevant trends, and immerse myself in the business capabilities -- all of which gives me the insights I need to assess the brand’s strengths and potential, and identify opportunities for growth.
Brand and Marketing Advisor
I also work with clients who want to lead brand strategy in house but need an experienced brand leader to advise them along the way. I help teams save time and energy by identifying useful resources, coaching team members, and sharing my expertise based on 20 years of brand, marketing, and innovation experience. Previous client engagements have ranged from ad-hoc consultations to long-term projects.
Brand Strategy for Social and Behavior Change
I use private sector marketing and brand management approaches to help social and behavior change teams develop strategies and campaigns that stand out, resonate with their audience, and affect change. I have experience both advising teams and developing resources that build capacity and help program managers develop effective campaigns and build strong brands. Check out the articles and resources section of my site to learn more.
Fractional Brand and Marketing Leader
I plug in to fill gaps when a business has an open role or a key brand or marketing employee is out on leave. And if I don’t have the capacity to take on the role myself, I’ll tap into my network to identify someone who would be a good fit.
Style and Approach
Highly analytical strategic thinker: I go deep -- looking at competitors, trends, audience insights, employee perspective, business and marketing history, and relevant literature. This gives me the grounding to identify distinctive brand building opportunities that bring your purpose to life and resonate with your audience.
Collaborative and iterative partner: I work closely with clients and stakeholders, meeting frequently throughout the course of a project to share my insights and get feedback as my thinking evolves and recommendations emerge.
Passionate brand builder: I believe in the power of brands as a unifying force that guides team culture, marketing execution, and everything the organization does. I love partnering with clients to uncover and operationalize “nuggets of magic” -- the insights that provide the rallying force behind strong brands -- and to help clients appreciate the concept and potential of brands throughout the process.
Values and Beliefs
Never stop learning: I love reading, listening to podcasts, going to book tours, marketing workshops. live talks, etc. I learn for learning-sake, and to discover insights that inspire and help my clients learn. Learning is fun!
Work should be fun: Most of us work too hard and work too much for it not to be fun, so even though the work is important and serious, I try to make it fun!
Give more than you get: While I try not to under promise, I do try to overdeliver. It's my "surprise and delight" approach to consulting (which is also fun!).
Client Testimonial
“Anne is the problem-solver and creative genius you never knew you needed! Her ability to translate and operationalize wildly complex and ever-evolving brand and marketing concepts in ways that resonate across cultures is unmatched.”
-- Shaneka Thurman, SBC Advisor, USAID Advancing Nutrition