I SAW A BETTER WAY TO BUILD A BRAND
Defining who you are to attract the clients you want
I started Fearless Branding because I knew there was a better way to help businesses build their brands.
In the beginning
Early in my career, I received great training in brand positioning, new product development and market research at big New York advertising agencies and then as a brand manager for Kraft on The Budget Gourmet, a $ 400 million frozen food brand. So far, so good.
In 2001, I was working on Coffee-Mate at Nestle. Existential crisis: I didn’t feel that marketing artificial powder was a good use of my talents. It was not how I wanted to use my life.
Just when I was about to quit marketing and become a psychologist, I had a realization: a few brands were defining themselves in ways that were both more authentic and more lucrative.
I saw that Coffee-Mate represented the old way of branding, while cream of the crop brands – like Apple, Nike, Polo and BMW – represented a more powerful approach.