capabilities

BRAND STRATEGY

Turning business strategy into brand strategy that inspires creative expression and achieves growth.

  • Brand (Re) Positioning
  • Brand Architecture
  • Brand Personality
  • Brand Definition
  • Naming & Messaging
  • Audience Definition
  • Go-To-Market Planning

CREATIVE STRATEGY

Leading the development of actionable brand design and brand experience that deliver business results.

  • Brand Design Strategy
  • Design Architecture
  • Brand Guidelines
  • Communications Strategy

INNOVATION SERVICES

Identifying growth opportunities and developing products/service concepts anchored consumer understanding / empathy.

  • Brand Creation
  • Brand Growth Strategy
  • Innovation Platform Development
  • Brand Experience Strategy
  • Concept Development
  • Concept Testing

creating meaning that drives growth

Building brand value is the art of being both ‘timeless’ and ‘timely’.

Timeless in the creation of sustainable, long-term brand growth through disciplined communication of the brand’s core meaning, and the consistent expression of its visual, verbal, auditory, etc. assets. 

Timely in leveraging the brand’s meaning to build shorter-term revenue growth through the development of products/services and communications with relevance to current culture, trends, behaviors, etc.

Edgecraft specializes in building the timeless foundations necessary for brands to achieve both short and long-term growth.

A virtuous circle of brand value is built when consistent meaning is linked to assets, and assets reinforce meaning. 

approach

Brand strategy is inherently weak if not informed by a deep understanding of categories, culture and competitors, and a deep empathy for audiences. That’s why I’ve built expertise in the following practices:

  • Consumer, Cultural, Category & Competitive Research
  • Brand Audits
  • Customer Journey Mapping
  • Design Thinking Methods
  • Consumer Research Design, Fielding & Analysis
  • Workshop Facilitation

Marketers need practical, effective solutions to the business challenges they face. That’s why I take a collaborative approach to delivering outcomes that are clear, actionable and lead to organizational buy-in.

You can learn more about my thinking and approaches to brand building here:

POVs

WHY EDGECRAFT?

depth of knowledge

With a broad skill set including brand strategy, consumer insights, communications and innovation, I bring an ability to add value to a variety of strategic brand challenges.

clarity of thought

Once an idea is set upon, it needs to be made as simple and clear as possible. Clarifying strategic options and synthesizing ideas to their essence is a core strength of my work.

acceleration of outcomes

Strategy is the discipline of making choices. Over decades facilitating every kind of work session imaginable, I’ve developed techniques to shepherd diverse sets of stakeholders toward a common vision – leading to a faster set of outcomes.