|
Carolyn is a senior brand strategist with 8 years of direct experience in analyzing brands' marketplace positions and recommending strategies to meet client goals. Able to differentiate a product at-shelf, as well as connect it to the entire segment. Writes positioning statements and ad copy, art directs package designs, creates unique market research solutions (screeners, moderating, analysis, presentation), brand personality (visuals, language). Her brand strategy solutions are based on up-to-the-moment findings on markets, consumers, brands and categories. Able to connect outside media to in-store purchases in a consistent brand message. A true "out of the box" thinker about brand associations and product opportunities, who can lead cross-functional teams to outstanding success. For Ford Motor Company, Carolyn helped develop the award-winnig "Flexivity" concept store, from store plan-o-grams to in-store signage. Carolyn also helped Colgate to elevate the entire oral care aisle in big box stores. Other clients include Diageo, Procter + Gamble, Carr's, Hollywood Prescription, Archway Cookies, Urban Accents, Embassy Suites, and Ama Technology.
Carolyn has a gift for turning a desired positioning statement into a life-size reality. She takes all of a brand's touchpoints and key assets into consideration, and makes sure that brand messaging is not only consistent from trade show to POP to Web sites, but also answers an unmet consumer need. Her research methodologies have included one-on-one in-store interviews, "shop-alongs," focus groups, visual diaries and collages.
|
