Strategy into story.
I write brands. I create brand narratives and verbal identities that give human voice to business ambition. My work uncovers the defining purpose and core promise of an organization, providing a blueprint for brand character and direction for strategic change.
Because a strategy to execute is nothing without a story to believe in.
Narrative
Nothing moves a brand from abstract idea to tangible meaning like narrative. Strategic or brand narratives are a proven storytelling form that logically structure the vision and character of your organization, codifying purpose and strengths as a roadmap for communications and culture.
NATIVE SHOES
ALIBABA
INTUITIVE SURGICAL
CME GROUP
Additional strategic and brand narrative clients (more information upon request):
Naming
A name is the most fundamental brand asset your business owns—the embodiment of its core promise to the world. My naming projects go beyond “creative” name generation to lead clients through strategic framing, linguistic choices and clearance processes.
CURIA
HPE GREENLAKE
THE BUSKER
GOOGLE PH.G
Additional naming clients and projects (more information upon request):
Voice
Voice is the choice of tone, vocabulary and personality in the verbal and written expression of your brand. This defining verbal identity works alongside visual identity, enabling brand leaders and marketers to activate marketing and content with consistent character.
MACK TRUCKS
PALANTIR
IBM
INTERFACE
Additional verbal identity and communications clients (more information upon request):
My story.
I work at the intersection of strategy and story to define brands and create content for marketing organizations, agencies and businesses.
Across years of brand strategy and editorial work, I’ve written about motorcycles and carpet tiles, oil fields in Azerbaijan and Olive Garden restaurant openings in Wichita. And few homicides and explosions. Also, hotel rooms and robotic surgery. Fashion footwear and biopharmaceuticals. The Chicago Cubs and dump trucks (no relation). Helicopters and guitars. I have named an Irish whisky, a hybrid cloud, a brick paver company, an ad agency, a streaming service, a banking analytics spinoff and physical stores for two of the world’s most recognized consumer brands.
As the Partner leading the writing and content practice at VSA Partners, I developed its editorial and verbal identity capabilities, and built a staff of 20 writers and content strategists. Before that, I worked for six years on the corporate communications staff of consumer foods giant General Mills, and before that, four years as a reporter at two Wisconsin newspapers.
Today, my focus and expertise is:
• Strategic narrative and brand storytelling
• Business transformation and culture change
• Corporate visioning and leadership messaging
• Naming and verbal identity
• Writing, campaign activation, creative direction
• Content strategy and planning
