Content and Brand Strategy

Services: Training, Planning and Doing

Brands break when they out­source too much and to the wrong peo­ple. So it can make a lot of sense to right-size your inter­nal team. But hir­ing a team to lead and make brand-rel­e­vant deci­sions costs mon­ey. So how do you get the work done, while pro­tect­ing your brand’s integri­ty? I can think of a few ways:

Training for Campaigns Creation

Get advanced con­tent and brand strate­gies from your exist­ing mar­ket­ing man­ag­er and inter­nal team, result­ing in a cam­paign cre­at­ed from scratch for one of your audi­ence seg­ments. Your staff can then repeat and adapt the process with­in your com­pa­ny. All they need is some strong guid­ance.

Coaching for Brand Strategy

Get clar­i­ty and exper­tise in the cre­ative process, with­out a bunch of wast­ed effort, through week­ly, client-led meet­ings review­ing progress, pri­or­i­tiz­ing and cre­at­ing action items and solu­tions that will bring clar­i­ty to the work and a less-exhaust­ing growth process for mar­ket­ing and brand lead­ers.

Leading Campaign Creation

Once we have the cre­ative brief, our next prob­lem is right-siz­ing the cre­ative exe­cu­tion. So how do you fill the team with a lev­el of skill and pro­fes­sion­al­ism with­out pay­ing agency rates? One way is to set up the project and bring the plan to life with the right cre­ative direc­tor and tal­ent to exe­cute your cam­paign well, with­out the cost­ly agency pitch process.

Planning the Brand Strategy

Strat­e­gy affects every­thing down­stream. Get a sim­ple, smart strat­e­gy with­out hav­ing to hire your own research and strat­e­gy team. I cre­ate the strat­e­gy, con­duct the inter­views, per­form research and build a brief that’s ready for review by a cre­ative direc­tor or agency.


Chris is one of the rare intel­lects in the world of cre­ative pur­suits. He will chal­lenge assump­tions and help you think through any prob­lem – then mind-map it out for you. He has the very envi­able trait of being able to take com­plex con­cepts and dis­till them down to their essence so they are easy to digest.”

Elle Shel­ley EVP, Launch Forth

[Chris] became an active com­mu­ni­ty man­ag­er and always advo­cat­ed for the co-cre­a­tion process and com­mu­ni­ty mem­bers alike, which has result­ed in valu­able cus­tomer intel­li­gence and rich busi­ness insights.”

Joe Man­na Social Media, Local Motors

Chris has a tal­ent in under­stand­ing a sit­u­a­tion, break­ing it down into man­age­able pieces, and apply­ing log­ic and insight to solve the prob­lem.”

Lucas Creasy Direc­tor of Pro­grams, Local Motors


Leadership and Nerve Visual

Episode 12 // 5 Words that Will Destroy Your Leadership

The func­tion of a leader with­in any insti­tu­tion: to pro­vide that reg­u­la­tion with­in his or her non-anx­ious, self-defined pres­ence.” ‑Edwin Fried­man Edwin Fried­man, in his book “A Fail­ure of Nerve: Lead­er­ship in the age of the quick fix,” lists 5 words that will sab­o­tage your healthy orga­ni­za­tion: sen­si­tiv­i­ty, empa­thy, con­sen­sus, trust and togeth­er­ness. Find out […]

Why Strategy is Hard

Episode 11 // Why You Can’t Outsource Brand Strategy

Brand lead­er­ship, and its asso­ci­at­ed deci­sions, must hap­pen with­in the brand.” Brands can’t out­source brand strat­e­gy deci­sions, but they can get help from hands-on con­sul­tants who can teach them through the process and help them under­stand how to ques­tion and under­stand the research and, ulti­mate­ly, their cus­tomers.

Brand Thinking Should Lead All Marketing Efforts

Episode 10 // Why Brand Thinking Must Lead All Marketing Efforts

Mar­ket­ing is no longer about the stuff you make, but about the sto­ries you tell.” ‑Seth Godin Brand­ing isn’t just logo, look and feel. It’s the heart of the busi­ness. It hap­pens when the busi­ness knows itself well enough to keep a promise. But they don’t keep every promise the indus­try makes, but just the […]

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I love to see businesses connect with customers based, not just on marketing tactics, but on telling the truth skillfully. If you want help in doing that, this is where the conversation starts. So…