client testimonials
“Denise has brought fresh thinking and insights to the challenge of re-energizing our brand and helping us differentiate in a sea of fast food sameness. She contributes a unique combination of smart analysis, category expertise, and an energizing work style.”
—Terri Funk Graham
Senior Vice President and Chief Marketing Officer, Jack in the Box
Execution
the brand as business management approach facilitates operational excellence by focusing, aligning, and motivating employees and other stakeholders with the brand.
brand as business puts the brand in the center of the company and embeds brand discipline in the execution of all business activities. It engages all stakeholders—from the executive team to the frontline, plus vendors, partners, and investors—as “brand operators” responsible for working together to operationalize the brand. The brand gets the right people focused on the right things by unifying everyone behind a common purpose and shaping the culture, strategies, policies, and processes which make the brand vision a reality.
The overall goal of brand as business execution is to create a high-performing culture which delivers extraordinary experiences at every touchpoint.
FEATURED SERVICE
Brand Toolbox
A Brand toolbox is a collection of tools that enable stakeholders to interpret and reinforce the brand appropriately.Through an audit process and stakeholder interviews, I identify the approach and tools necessary to:
- inform—communicate the brand platform and principles to guide brand execution
- inspire—ignite passion for the brand and motivate changed behavior
- instruct—facilitate decision-making and actions that are “on brand”
Execution Services
Brand Toolbox [PDF] -- a collection of tools to enable stakeholders to interpret and reinforce the brand appropriately.
Operational excellence depends upon brand alignment among all stakeholders; a brand toolbox facilitates brand alignment.
Brand Touchpoint Wheel [PDF] -- a visual representation of all the touchpoints between your brand and the outside world and how internal groups impact them.
A brand touchpoint wheel provides a complete picture of all the ways people interact with your brand and prompt internal teams to work together to interpret and reinforce the brand appropriately at all touchpoints.
Engagement Program [PDF] -- interactive experiences which engage and equip stakeholders to support the brand in daily decisions and actions.
In order for your brand to be understood, embraced, and delivered by stakeholders, they need to be engaged by their heads (to know), their hearts (to feel), and their hands and feet (to act).
