- Senior marketing executive with experience in nonprofit, Internet, high technology, media, and consumer goods sectors.
- Responsible for brand strategy and comprehensive management of marketing strategy, activities and operations.
- Extensive operational experience managing mid-sized nonprofit and for-profit organizations.
- Strategic planner for blue-chip global advertisers. Board member and advisor to top environmental nonprofit organizations.
- Innovator in the fields of Internet personalization, high tech brand strategy, advertising account planning, brand equity research, and consumer psychographic research.
- Career highlights include globally recognized media campaigns and strategic planning for new product launches that rank as some of the most successful of all time.
- First American account planner in advertising industry.
- All 8 Best Practices
- Pre-Meeting Discovery Process
- One-on-One Call with Expert
- Meeting Summary Report
- Post-Meeting Engagement
Brand Strategy for Nonprofits
A brand is the name, term or symbol that identifies your organization as being distinct from others. It is useful to think of it as the complete set of associations that people attach to your name, term or symbol.
- Brand Equity
Brand equity is the value in a brand. In a nonprofit context, it describes the degree to which, other things being equal, a prospect is more willing to support your organization because he or she knows, trusts and respects your brand name.
- Brand Identity
Brand identity is the outward expression of a brand – its name, trademark, tagline, logo, communications, publications and visual appearance.
- Brand Proposition
A brand proposition is the underlying differentiating idea that sets your organization apart from others; when understood by prospects, it motivates them to help achieve your mission.
- Brand Strategy
Brand strategy is the set of activities that increase the equity in your brand. Put differently, it is how you manage the associations people attach to your organization so that you are better able to accomplish your mission.
- CRM (Customer Relationship Management)
CRM is the practice of managing your organization’s interactions with current and future customers. It is commonly used to refer to the technology and systems that organize, automate and synchronize these interactions.
- Guerrilla marketing
Guerrilla marketing is the practice of using low-cost, unconventional means of promotion. If you have a smaller budget, then being more creative, clever, audacious and opportunistic than competitors is necessary to succeed.
USP stands for "unique selling proposition" — a commonly used term for brand proposition. USP was coined by Rosser Reeves of Ted Bates & Company, an advocate of advertising campaigns that used clever taglines to state USPs.