PROJECTS - Brand Initiatives Group

RECENT PROJECTS

	Conservation International Created Team Earth, a proprietary brand positioning and global partnership platform for this leading global environment organization.
	Friendly’s Created a new promise for this well-known restaurant brand to provide the foundation for future growth. Then identified and introduced the optimum agency partner.
	GE Chosen by GE Corporate to develop a proprietary innovation process to address diverse marketing and strategic challenges. To date, we have led over 60 individual projects across the organization globally.
	The Hain Celestial Group Defined optimum positioning based on new consumer insight to revitalize a major beverage brand.
	Lead America Created a new brand positioning based on consumer insights, developed a strategic roadmap for the business and led brand activation with strategic partners.
	The Limited Created new positioning and brand promise. Then helped drive business growth through customer insight and engagement.
	Omnicom Group Have led over 80 collaborative innovation projects to date, addressing diverse and complex business challenges.
	The Windward School Created a new brand positioning for this unique educational institution and developed a 5-year strategic and executional plan to support future goals.
	Pamida Created a positioning for this unique retail organization that inspires its people and builds a stronger relationship with its customers and communities.
	7-Eleven Created a brand positioning for this iconic global brand that clarifies why it occupies such a special place in its customer’s lives.
	Sun Capital Group Engaged by several of their portfolio companies to create a differentiating brand positioning and develop actionable ideas to stimulate growth.
	Battelle Synthesized all that this extraordinary, complex organization is down to a simple, powerful promise.
	MEET OUR TEAM

WHAT OUR CLIENTS ARE SAYING

“Brett is an amazing creator and facilitator. He has a great ability to build trust with teams, allowing him to take them out of their comfort zones in search of new ideas and connections. What starts out with eyes raised in skepticism ends with people saying “this was our best session ever!”

Beth Comstock

Senior V.P. and
Chief Marketing Officer, GE

“Brand Initiatives Group has contributed substantially to the success of several of our companies through their marketing expertise and creativity. They are not afraid to challenge the status quo, they do their homework and never shoot from the hip.”

Scott King

Senior Managing Partner,

Sun Capital Partners

“Brand Initiatives Group was an incredibly valuable partner in the first year of our turnaround at Lead America. Their work was decisive in laying the foundation for the company’s new, expanded value proposition and go-to-market strategy. They are great listeners and critical thinkers who deliver game changing insights on time and with a high level of quality.”

Terry Stecz

President and CEO,

Lead America

“Kate and Brett brought a unique combination of skills that have benefited us greatly as we looked to define our long-term strategic plan. Their collaborative way of working generated broad consensus and buy-in across our organization, which in our case was incredibly important.”

Dr. John J. Russell

Head of School,

The Windward School

“We engaged Brett Shevack and his team for a very difficult Branding/Market Positioning Project. Our regional chain…Pamida Stores…competes with the biggest and best in the retail industry. So we needed a strong competitive edge. Brett and his Brand Initiatives Team, took us on an incredible journey to find a very unique positioning. Because of the sameness in retail merchandise, this was an exceptionally challenging assignment. His collaborative style and BIG process lead to a very unique solution. Creative solutions are important, but making the cash register ring is still the key goal. The new positioning helped turnaround a negative sales trend and became a rallying point for our associates. I look forward to my next project with the Brand initiatives Group.”

Stanley Latacha

Chief Marketing Officer,

Pamida Stores

“Brett and the Brand Initiatives Group were a perfect fit for our strategic review and branding process. They engaged themselves within the process and guided the team throughout. We are in a great place and have established the foundation for us to continue to build success.”

Gene Alessandrini

Senior VP, Chief Marketing Officer

PPL Energy Plus

“Branding is storytelling. The BIG process allowed us to unleash the power within ourselves — our associates and customers — to help us as a Brand tell our own unique and differentiated positioning. And they were able to do this for our legacy/core business as well as for our newly formed sister brand. Kate and Brett are gifted and the range of services they can provide is invaluable. Their insights are appreciated and their ability to get teams to consider alternatives and less conventional solutions is noteworthy. They were critical to our turn around as well as to helping us grow.”

Linda I. Heasley

Chairman and Chief Executive Officer

Lane Bryant

“We asked Brett to facilitate a cross functional team from 7-Eleven to build a brand promise that would help us create a more deliberate future brand experience. We expected this to be a jump-start. What we got was so much more. Brett facilitated an honest discussion – he got the folks who were skeptical to say why, he got perspectives from all functions and tenures on the table, and he did it in the context of building alignment around who we are today and what we want to be more of in the future. We were productive – he helped us organize our thoughts. He played back common themes and big ideas and got us to a draft a brand promise that was a synthesis of our time together. Brett’s process worked for us because it was efficient, engaged all functions, not just the marketing team, and because he helped to connect the dots along the way to ensure a productive output. I would strongly recommend Brett as a strategic marketing partner, especially if your company is focused on innovation. He customizes his process for your specific situation. You can count on him and his experience to help your team get to the next step.”

Laura Bloom Gordon

Vice President, Brand Innovation

7-Eleven

“Brett has the ability to find simplicity, even when it is buried under layers of complexity. He and members of the Brand Initiatives Group help discover themes that become the foundation of an organization’s inspirational purpose.”

Patrick Jarvis

VP, Marketing and Communications

Battelle