Expedite Start-Up's Go-To-Market Strategy
Challenge
Solve power and electronics constraints to exploit technology capabilities for near and long-term revenues of printed electronics pioneer.
Results
Invented power and data solution that eliminated the constraints with significantly reduced associated product costs. Hold three patents pending #20090284179, #20090284165 and #20090284164 filed. See Patent Docs.
Position Marketing Agency for Growth
Challenge
Differentiate a forty-year old, traditional, independent marketing agency and position it as a provider of smart, next-generation solutions.
Results
Identified powerful, marketing-oriented technologies relevant for agency clients' needs. Negotiated strategic alliances with key technology providers to private-label their services. Executed a product-driven approach to increase agency new business and revenues.
Connect with the BlackBerry Target
Challenge
Activate the newly-identified younger, competitive, male target who uses technology seamlessly between his professional and personal lives and connect with him on an emotional level.
Results
Targeted this person by building a program around the number one website they visit, appealed to them with their top lifestyle interest and integrated BlackBerry as the solution. Created a proprietary program that resonated with the BlackBerry target and reached them with all media they consume. Winner of a Reggie Award 2006.
Launch the Murphy's Brand in North America
Challenge
Exploit the emerging consumer demand for premium craft and microbrew beverage options within a company dominated by one brand that utilizes a traditional beer importer supply chain model.
Results
Developed white paper new product strategy from which emerged the introduction of the Murphy's brand: Murphy's Irish Stout and Murphy's Irish Amber. Utilized a “discovery” strategy with a brand promise of authenticity, heritage and old world craftsmanship that resonated with the beer surfer and resulted in the most successful new product launch in Heineken USA's history since Amstel Light.
Become the "Total Beverage" Supplier Challenge Respond to the explosion of ready-to-drink (RTD) iced teas (Snapple, Coke-Nestea joint venture) and the popularity of “new age” beverages to complement the Pepsi “Total Beverage” strategy. |
Results Key team member that helped to build the Pepsi/Lipton Tea Partnership, created and introduced three brands (Lipton Original, Lipton Brisk and Lipton Fountain) in three channels (Convenience/IBS, Grocery and On-Premise). Attained RTD Iced Tea category share leadership within eighteen months of entering the market. |
