Branding and Marketing Strategies
- branding strategies
- business modeling
- growth and change management
- corporate identity systems
- marketing plans
- primary and secondary market research & analysis
VISA BRC:
Branding, AI implimentation, and design/development of the Visa Business Resource center.
Problem:
Visa serves 17 million-plus US merchants with an extensive range of resources, including advice, fraud resolution, best practices, promotional signage, marketing, etc. The traditional point of contact for merchants was the visa merchant services call center and Visa needed to reduce call center costs while offering a more engaging, rewarding, and interactive experience for its merchants.
Solution:
My interactive communications firm, Riptide, proposed an AI-powered business resource website, with animated avatars offering access to merchant services. We developed a recommendations engine in partnership with Net Perceptions, a leading AI firm based in Minneapolis,MA, which presented a virtual assistant, who pointed merchants to resources searched for by other merchants with similar issues. We also digitized hundreds of pages of print content and enrolled strategic partners, such as Net Standard, to provide relevant news feeds to logged-in merchants.
Results:
The site, which cost $3 million to develop, was enthusiastically received by merchants and saved Visa $20 million in call center costs within its first year
VILLAGE WATER:
Branding, Investor Relations, Stakeholder Enrollment, Market Research, Business and Market plans, Stakeholder and Investor Presentations.
Problem:
Village Water was proposing a unique, informal-reseller-driven, Point-Of-Use (POU) water purification project, targeting water stressed communities across East Africa.
Solution:
I created the unique informal reseller business model, using frameworks developed by the UNDP’s Growing Inclusive Markets Group to empower water stressed rural and peri-urban African communities not only to gain access to safe, affordable drinking water by purifying their own surface water, but also to provide economic opportunities to networks of enrolled informal resellers.
To communicate and simplify the complex business model and to present findings from primary research, a set of illustrated presentations was produced to communicate the value proposition to strategic partners and investors.
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REUNION WORKS:
Branding, business modeling, website design and stakeholder presentations
Problem:
Reunion Works was a startup catering to the nearly 19 million annual high school and college reunion goers in America. The company had a rollup model and had acquired 20 plus mom and pop event management firms across the country. Work had begun on the development of a central reunion HQ, serving as a portal where networks of reunion committees and attendees could be identified and channeled to networks of reunion organizers, vendors, and partners to facilitate the multi-billion-dollar industry of reunions. The firm needed branding and to have its complex business model visualized and presented to stakeholders, including partners, vendors, and investors.
Solution:
- Fun, accessible yet trustworthy logo with integrated palette and styles system
- Complex business model presented visually in a set of accessible diagrams
- A range of stakeholder presentations
- A dymamic, rich website and event enrollment/management portal
Results:
The brand and business process diagrams effectively communicated a complex business story in simplified, accessible visuals. I participated in successful online business presentations to United Airways, Classmates.com, and NetZero.
PROTEOMETRICS:
Branding, stakeholder presentations, porting of software from PHP to Java, OEM deals, and acquisition negotiations
Problem:
Proteometrics was a small bioinformatics firm co-founded by Rockefeller University Professor Brian Chait and Graduates Dr. David Fenya and Dr. Ron Beavis. They had produced groundbreaking software that significantly reduced the time it took scientists to search databases in mass spectrometry operations of drug research. They had no growth strategy, marketing plan, or exit strategy.
Solutions:
I joined the firm as Co-CEO (business, with Dr. Ron Beavis as C0-CEO (Science) and rebranded the firm with a striking logo representing the gel matrix process at the heart of mass spectrometry. I then productized and branded their various applications into a suite of discrete apps and created communications collateral to visualize the value propositions and processes behind these products. After creating stakeholder presentations I enrolled every manufacturer of mass spectrometry worldwide in OEM deals, that bundled Proeteometrics software with heavy lab machinery, effectively multiplying the firms’ user base many hundredfold.
Results:
- Revenues were tripled within a year
- Seven OEM deals were signed with global mass spectrometry equipment manufacturers
- Major app sales deals were closed with Novartis, Glaxo Smith Kline, and Genentech.
- The firm was acquired by Genomic Solutions in a fifteen million dollar deal.
BAKETIME PIES:
Strategic Marketing Report: Situational Analysis, Branding and Growth Strategies and Action plans.
Problem:
Baketime Pies is a Dunedin, New Zealand-based baker, acknowledged as the leader in the niche Mutton Pie market. They had an e-commerce-enabled website, but no marketing plan; South Island distribution deals but had not yet penetrated the lucrative North Island market.
Solutions:
Momentum Change Management (an ad hoc collective of research, marketing, and branding experts from the US and NZ) was tasked firstly with producing a situational analysis and high-level strategy proposal. This was delivered and accepted and the team of four produced a strategic marketing recommendations report that included market and competitor analyses, SWOT analyses, rebranding strategies, and a comprehensive, budgeted action plan, featuring sponsorships, sustainability actions, new logo style inspirations, market penetration and customer acquisition strategies.
Results:
- Rebranding is currently in progress
- Internal marketing team has been identified
- A tasting tour for North Island Supermarket buyers has been planned
- The menu has been expanded to include vegan, chicken, and ethnic pies.
FIX & FOGG:
Japanese market entry report & transformational teams recommendations.
Problem:
Fix & Fogg brand, ranked among the best nut butters in the world, is a small NZ enterprise based in Wellington.
They are a certified B corporation and are committed to sustainability across their supply chain. Their dedication to superb quality, their innovative and über-healthy exotic nut butter products, and their competitive pricing set them apart in a fragmented market, dominated by value brands.
They currently package and distribute within the US via a strategic relationship, but have yet to penetrate lucrative Asian markets. Japan was identified as a primary Asian launchpad for the brand.
Solutions:
Momentum Change Management is pitching Fix & Fogg with two pro bono reports.
The first is a market entry strategy for Japan, focusing on a strategic relationship with Meiji Holdings one of Japan’s leading importers and distributors. Momentum researched the distributors and retail outlets market in Japan, explored regulatory and freight issues, and outlined a cohesive strategy for market entry.
The next report (which you can browse below as a flipbook) is an academic exercise promoting transformational team management and synergy strategies, designed to leverage Fix & Fogg’s small, family-style flat organizational structure.
Results:
- Rebranding is currently in progress
- Internal marketing team has been identified
- A tasting tour for North Island Supermarket buyers has been planned
- The menu has been expanded to include vegan, chicken, and ethnic pies.
RIPTIDE CLIENTS:
INTERACTIVE COMMUNICATIONS, AI-POWERED AND E-COMMERCE SITES
Clients:
Visa, Sony Direct, Sony Aibo, Toyota, Philips, Kellogg’s, Condé Nast (CNCurrecny.com, Epicurious.com. CNTraveler.com. HouseandGarden.com), Robert Mondavi Wines, Bear Sterns, Merrill Lynch, along with numerous SMEs and startups.
Solutions:
- AI-powered business resource center for Visa
- AI-powered computer superstore
- Magazine websites with custom illustrations for Condé Nast, CNTraveler.com, Epicurious, CNCurrecny.com and House & Garden
- Promotional mini-sites for Toyota (Great Drives), Philips, Kellogg’s
Results:
- Visa saved $20 million in call center costs
- Sony Direct booked over $2 billion in revenues through their e-commerce back-end, and successfully launched the Aibo entertainment robotic dog,
- Merrill Lynch integrated a business intelligence system
- Skymall saw its stock price raised from $16 to $48 within a week of launching Skymall.com and SkymallTravel.com
- Condé Nast saw vastly increased ad revenues from embedded links to client promo pages