Professional Value Statement

With hundreds of new apps, social media and tech developments sprouting up everyday, each touted to be “the next big thing!”, it’s becoming increasingly difficult to connect with consumers in a way that is significant.  As more brands are filling more space with more attempts at branded ‘messaging,’ it’s time to surprise consumers, enchant them, confuse them, and provoke thought.  Now more than ever, it’s time for a transformation of our industry.  We need to prove to consumers that marketing and advertising in particular isn’t the ‘junk’ that many know it to be, but rather an instrument to unarm consumer indifference and add value to their lives.

I’m passionate about building brands that contribute to our wider culture in a way that enriches and improves the lives of consumers.

My general fascination with the intersection of brands, people and the impact that they can have on our larger culture has led me to brand strategy and planning.  I believe that the best brand strategists are those who take the extra time and effort to truly understand who they’re talking to, unearth the intricacies of what makes them unique, and discover the ways to speak to them in a way that deeply resonates.  I’m unconcerned with producing more meaningless noise and perpetuating conventional stereotypes of brands and advertising.  Instead, I’m passionate about building brands that contribute to our wider culture in a way that enriches and improves the lives of consumers.  While this seems like a noble task, for me, it begins first and foremost with continually mining for consumer insights and nuggets of understanding as the key to fostering long-term, mutually beneficial relationships between brands and consumers.