what I do
Strategy & communications
The problem I solve
You have a venue, a brand, an organization, an event. You're communicating, but the message isn't landing, or you don't know where to start. Nine times out of ten it isn't a communications problem: it's a positioning that was never settled.
What I actually do
- Diagnosis: internal interviews, review of what already exists, sector benchmark
- Positioning: what you are, who for, and what makes you unique
- Brand platform: promise, values, territory, tone of voice
- Communications plan: channels, calendar, budget, metrics
My track record
In 2008 I repositioned Reebok's Classics range after the adidas acquisition : consumer research, personas, retailer segmentation, building the assortments and the story that went with them. The strategy was validated by European HQ and rolled out to other markets. Classics became a pillar of the business.
I also taught marketing and communications for four years at Mod'Spé, the school of the French ready-to-wear federation. Positioning isn't theory to me.
