Brand Strategy
Research & Insights • Corporate Reputation Strategy • Messaging Architectures • Brand Narratives • Brand Books • Brand Marketing Strategy
I’ve been lucky to work with some of the biggest and most beloved brands out there. Here are a couple recent highlights.
01
Amazon in the Community
The Challenge: Amazon was making a positive impact in communities around the world but needed a communications strategy to let the world know about the good things it was doing.
The Solution: I developed the first brand strategy for Amazon in the Community (Amazon’s corporate social responsibility function.) Working across Amazon’s social impact priorities and programs, I developed a unified articulation of Amazon in the Community’s mission, purpose, customer, and key messages, then finalized a brand book to socialize and execute the brand with internally and externally.
Critical to success was using a methodical process for stakeholder and leadership engagement to ensure buy-in and long-term adoption. That work has since been adopted by social impact teams across Amazon, and informs the company’s global community impact initiatives and related communications.
02
Amazon - Puget Sound Headquarters
The Challenge: The Puget Sound – where Amazon’s global headquarters is based – was an important strategic region for the company. Many teams across Amazon were investing in the Puget Sound community, but a coordinated strategy was needed to increase impact.
The Solution: I led a team to conduct qualitative and quantitative research in order to understand perceptions of Amazon’s reputation and what local audiences desired from the company. Then, I used that data to rally cross-company leadership behind a unified objective for a localized strategy. With alignment on the key drivers and KPIs, I developed and secured resources to launch a data-driven go-to-market strategy designed to engage key audiences with Amazon’s priority initiatives and messages. Photo: Kjell Redal / The Seattle Times
03
Amazon - Global Brand Messaging
The Challenge: In Amazon’s large, decentralized comms organization, a unified message architecture, tone of voice and brand messaging was needed to ensure consistency and breakthrough.
The Solution: I conducted exploratory qualitative research and quantitative message testing to understand perceptions and identify what messages resonated. Then, I leveraged those insights to develop a comprehensive company-wide message hierarchy and brand book including value propositions, tone of voice, and key messages intended as to tool to inform all corporate communications.
