I HELP BUILD SUCCESSFUL BRANDS. I'VE PROMOTED AND PROTECTED STARTUPS TO $59 BILLION COMPANIES.
LITTLE DEBBIE CHOCOLATE CUPCAKES
This is the ultimate challenger brand story. Little Debbie is the No. 1 snack cake in America. But, the No. 1 chocolate cupcake brand was Hostess. Little Debbie went to work to take on the competition. Their baking chefs tried 300 different recipes before deciding on the best combination of ingredients. They not only created a chocolate cupcake that looked just like Hostess, they created a cupcake that tasted dramatically better. Then, they turned to us to create a campaign that became the most successful product launch in the history of the Little Debbie brand.
BAYER ADVANCED ROSE & FLOWER CARE
I started working for Bayer’s startup lawn and garden brand before it had a name or products. They put up a sign in Bayer’s office that said, “Great ideas without execution equals zero.” That became the driving force behind a massive product launch. The Bayer scientists came up with Bayer Advanced All-In-One Rose & Flower Care. It was the only product that combined fertilizer, insect and disease control in one bottle. Your roses and flowers will be healthier and look absolutely beautiful. Check out what I came up with to draw attention to the brand and this new product. Remember, it’s all in the execution.
Bellin Health is a top hospital in Green Bay, Wisconsin. Bellin is also the official healthcare sponsor of the Green Bay Packers. The chief marketing officer asked us to come up with a plan to promote their robotic surgery program. The problem: Other hospitals provided robotic surgery, too. I learned it’s not about the surgical robot. It’s about the doctor’s hands — and Bellin robotic surgeons generated excellent results for their patients. The Green Bay Packers’ receivers had great hands, too — among the best in the NFL. Watch what happened when I combined the two.
Kirkland’s decided to move many of their stores out of dying enclosed malls into strip malls and lifestyle centers where consumers were more likely to shop. The marketing director asked me to come up with a plan to introduce their new stores to the community and generate sales in dozens of local markets each year. Let’s face it, grand opening ribbon cuttings are boring. You’re also putting all of your time and effort into one day. That’s risky. I came up with a plan that extended media coverage, solved consumer home decor challenges, and generated record sales.