brand
strategy
brand strategy
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build a winning brand strategy
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identify white space
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differentiate your brand
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set up you brand architecture
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brand tracking
customer understanding
customer understanding
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understand your users & prospects
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explore drivers of consideration and choice
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explore the competitive space
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empathize with user concerns
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find opportunities to delight
product
strategy
product strategy
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identify needs and opportunities
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size the market
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develop a targeting strategy
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design and optimize products and service offers
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set your pricing strategy
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select your product positioning
reputation management
reputation management
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understand the role of trust and reputation in the category
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measure impact of key issues
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protect against reputation risk
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define and track reputation metric
Kathy works with companies to improve their corporate brand and communications, from brand strategy to communications execution to measurement. Kathy led brand strategy, research, advertising, and procurement for Comcast’s corporate brand. Kathy led BP's U.S. corporate reputation team which was responsible for introducing and building the BP brand, U.S. fuels and convenience store brands. She led the brand, advertising and social media response to the 2010 Gulf oil spill as well as the reputation recovery programs after the spill. She has also led the development and execution of the multi-platform communications campaigns for BP's marketing partnership with Team USA during the 2012 and 2014 Olympics and Comcast’s during the 2016 and 2018 Olympic Games.
Kathy is a fixer. She starts by making sure a brand is prepared as she hones their purpose and target which is supported by an efficient brand and communications plan. Kathy is level headed, focused, and graceful when helping a brand in crisis. She quickly prioritizes and takes action to help a brand get back on track.
Kathy has roots in South Africa, Texas and Chicago and enjoys visiting vineyards all over the world. Kathy lives in the Philadelphia area and enjoys spending time at camp with her husband and two boys on Silver Lake in New England’s White Mountains.