Well-versed and motivated employees can be the best brand ambassadors for a company or an organization.

When employees walk and talk the brand, using correct terminology, they share their enthusiastic support for the company's brand benefits with others at the company and with the public.

Yet many companies are so focused on communicating the brand to the marketplace, they fail to see the tremendous value in communicating the brand internally.

Organizations especially need to educate employees and develop internal brand ambassadors during times of change – new executive leadership, new products and brands to be introduced to the market, expanded distribution channels or periods of rapid growth. 
Meet the Expert

Kate Moore

Consultant Kate Moore
Founder, Principal Consultant, BrandWorks, LLC
Boston, MA
  • English

About Kate

  • 23 years experience working and consulting in brand positioning, communication, identity, growth and development.
  • Clients have included Johnsonville Sausage, The Hershey Company, Tully's Coffee, The Outdoor Channel, Living.com, Deutsche Post DHL, Corporation Service Company (CSC), Pepsi Foods International, Cadbury Schweppes, Beatrice Foods, Proctor and Gamble, PepsiCo, Nabisco, Miller Brewing Company.
  • Strategic focus group moderator and qualitative researcher conducting seminars and workshops in branding, concept development, positioning, and messaging and communication strategy development.
  • National marketing director for the Häagen-Dazs Company and senior product manager for Frito-Lay, Inc.

Experience

Founder, Principal Consultant • BrandWorks LLC
2000 — Present
  • Consulting practice with a focus on brand equity foundation development, positioning and brand communication.
  • Clients have included Johnsonville Sausage, The Hershey Company, AdSpace Networks, Tully’s Coffee Shops, Outdoor Channel, Litehouse Pools & Spas.
Principal Consultant • Hamilton Consultants
1995 — 2000
  • Project leader for academically-linked practice, with engagements focused on strategic marketing and planning, new business development, brand strategy and development.
  • Collaborated with business school professors, determining and then teaching concept application, relevancy and integration to clients and their employees across different roles and functions.
  • Developed strategic brand platforms with a variety of brand support agencies resulting in the development of different advertising and communication programs.
  • Clients included: Deutsche Post DHL, Corporation Service Company (CSC), James Hardy, WorldCom, Sargento, J.J. Nissen Baking Company, Living.com, Work/Family Directions (LifeWorks).
Senior Consultant, Brand Positioning • Lubin Lawrence, Inc., Strategy Development Consultants
1993 — 1995
  • Conducted domestic and international project work developing brand and portfolio repositioning and growth strategies.
  • Designed and conducted qualitative research across cultures; developed creative stimuli, moderated consumer focus groups and translated learning into different positioning and new product concepts for quantitative testing. 
  • Clients included: Pepsi Foods International, Cadbury Schweppes, Beatrice Foods, Proctor and Gamble, PepsiCo, Nabisco, Van Den Berg Foods, Miller Brewing Company.
National Marketing Director • The Häagen-Dazs Company
1991 — 1993
  • Managed the "novelties" product category with responsibility for four-product lines/36 SKUs and the development and implementation of annual marketing plans. 
  • Headed 12-member multifunctional business team and launched six new products with an alternative channel distribution strategy to turn around declining business and realize double-digit growth for the first time in five years. 
  • Previously, as marketing director for Häagen-Dazs's West Region, established regional marketing operation in California and facilitated the learning of area-specific marketing practice, process and benefits.  Success led to the company opening additional regional marketing offices in remaining sales divisions.
Senior Product Manager • Frito-Lay, Inc.
1986 — 1991
  • Positions in brand management culminating as senior product manager. Worked on developing a new product launch into test market, executed the national rollout of Sunchips® and operated on location in field sales to execute all headquarters-driven brand strategies at store level.

Education

UCLA Graduate School of Management
MBA, Marketing and Finance

Academic Honors

John M. Olin Fellow
Tufts University
BA, Psychology, Economics

Boards

  • Member, board of directors, Classic Hound, an Internet-based business specializing in canine collars and leashes.

Publications

  • DHL Company Brand Book: Worked with core team to develop and write the company’s brand manual.
  • "Saxonville Sausage," Harvard Business Review case study, June 15, 2007, Harvard Business School Publishing, Boston, MA. 
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