- 25 years as a strategist, global marketing executive, and consumer insights professional
- Founder, Fernow Consulting, specializing in new products, brand strategies for sustained growth, global marketing, reinventing customer experiences, startups
- Clients include Celebrity Cruises, General Mills, King County Library System, Nordstrom, Sara Lee, Starbucks, Sylvan Learning Centers, T-Mobile
- At PepsiCo, co-created Pepsi-Cola International's first total refreshment beverage strategy; developed and launched several $100MM brands; repositioned Fritos for long-term success
- Advisory Council, Johnson Graduate School of Management at Cornell University
- All 7 Best Practices
- Pre-Call Discovery Process
- One-on-One Call with Expert
- Session Summary Report
- Post-Session Engagement
Reimagining and Reinvigorating Your Business to Accelerate Growth
- "Internet of things"
- The growing network of Web-connected devices beyond computers and smart phones. Devices as diverse as home appliances, electric meters, fitness trackers and cars are now connected to the Internet, and more are coming. That allows the devices to be controlled remotely and also generates a huge amount of data about how and when people are using the devices.
- Brand co-positioning
- The co-creation of meaning around a brand that arises from the collective actions of companies and consumers
- Eureka moments
- Insights that cause you to see something new, different and profound about your consumers
- Focused play
- Allowing individuals and teams to tinker with, fool around with, and otherwise experiment to solve a specific problem. The use of play is intentional because it engages parts of the brain that normally aren't tapped into, and creates a state of mind where progress is celebrated and fear is banished.
A focused collaboration event, typically over a weekend or a few days, at which teams of software coders or others attack a problem in an informal, unstructured atmosphere
- Macro trends
- Big social and economic shifts – technology, consumer demographics, culture, or historical turnings – that can reshape markets and create big new opportunities.
- Original equipment manufacturer. For Microsoft, OEMs would be PC makers that sell their computers with Windows and Microsoft Office already loaded.
- Reimagining vs. re-inventing
- Re-imagining involves using nontraditional research and other techniques to identify unexpected new opportunities for a company to accelerate its growth. It produces insights that aren't achievable with traditional research approaches. Re-imagining is what happens at the beginning of the process; re-inventing involves all of the steps required to realize that vision, such as strategy, brand positioning and product development.
- A consumer research technique that involves sitting with consumers as they use the Internet to get real-life observations and insights into their web-surfing habits
- How people navigate stores, spaces and other locations to find what they need, aided by design elements such as layout, fixtures and signage