nelsonbranding is a brand marketing consulting firm that helps companies create and market their brands to improve revenue, build long-term brand equity. and enhance company value. We work with consumer and technology companies that range in size from start-ups to established multinationals in a wide range of industries.

Our focused brand marketing expertise can help you quickly introduce a new brand or unlock the full potential of an existing brand to optimize long-term brand equity.

BRAND STRATEGY DEVELOPMENT

Brand marketing places brand strategy and its execution at the center of your marketing planning. With technology leveling the competitive playing field and a proliferation of new brands entering the market each day, it is critical that you create and market a differentiated brand that offers a distinctive promise to your target market.

Brand strategy development is conducted in four phases:

Phase One is an internal qualitative assessment of the brand, its market environment, competitors, and customers. This “inside-out” view of the brand also includes a work session to determine the company’s strategic aspirations for the brand.

Phase Two is an external qualitative “outside-in” look at the brand that determines “brand influencer” assessments of the brand, its market environment, competitors, and customers.

Phase Three is an external quantitative brand assessment that measures “outside-in” customer perceptions of the brand, its market environment, and competitors. Quantitative research is conducted with a strategic research partner.

Phase Four synthesizes and analyzes results from the first three phases and recommends a long-term brand strategy that encompasses brand architecture, scope, identity, positioning, and metrics.

A brand marketing plan is an additional deliverable for those companies who may require one.

Robert Nelson has over 35 years of experience marketing both consumer and technology global brand name products and services for start-up companies to large corporations. His clients have included Expedia, Driscoll Strawberry Associates, Chief Marketing Officer Council, Shop At Home, Kensington, Travelzoo, Wyse Technology, and others.

Mr. Nelson has also served in senior level marketing positions for a variety of firms. He was vice president of worldwide marketing for Mediaring.com, where he established the Singapore-based Internet firm as a global leader in providing consumer and business Internet Voice Services.

He was senior vice president, marketing for GreetingGifts, Inc., an Internet start-up company that introduced the world’s first interactive personal CD-ROM greeting card. He served as vice president of marketing for Kensington, a unit of Fortune Brands and a global leader in the computer accessories market. Mr. Nelson also developed and implemented award-winning marketing and communications programs as director of communications for Samsonite and Memorex and consumer market advertising manager for Mountain Bell. He began his career as a radio news director and announcer.

Mr. Nelson has conducted several major research studies to evaluate global communication strategy effectiveness and co-developed a benchmark high technology global brand strategy study. He has written and lectured on both subjects. Mr. Nelson also wrote and published the book Boomers in Paradise: Living in Puerto Vallarta while living in that Mexican city. He holds a B.A. in radio and television from California State University, Northridge and a M.S. in mass communications from San Jose State University. Mr. Nelson was an adjunct professor of advertising at San Jose State University from 1991 to 1996 and resumed his teaching at the school in 2009.

CONSUMER

Chief Marketing Officer Council (CMOC)
• Lead consultant in the development of the Marketing Performance Measurement (MPM) initiative, co-author of the landmark MPM Report: Measures and Metrics, and academic director of the Council’s online MPM Certification Program.
• Key consultant for the development of the Council’s Customer Affinity initiative

Expedia
• Served as interim vice president of branding
• Refined and focused brand strategy
• Managed the development of new customer loyalty and retention strategy
• Led selection of new advertising agency

Travelzoo
• Created new brand strategy

Driscoll Strawberry Associates
• Created brand strategy and developed brand marketing plan
• Led selection of new advertising agency

Shop At Home
• Created brand strategy and developed brand marketing plan
• Developed Internet strategy for collectibles.com

TECHNOLOGY

Kensington
• Created brand strategy and developed brand marketing plan
• Planned and executed multiple marketing projects

Wyse Technology
• Developed new brand strategy
• Led selection of new advertising agency

Link Technologies
• Created brand strategy and developed brand marketing plan
• Planned and executed multiple marketing projects

Socratic Software
• Created brand strategy and developed brand marketing plan

nelsonbranding provides a free initial on-site consultation to determine the scope of your firm’s specific branding needs. An audit questionnaire is sent to you in advance of the meeting to help guide the conversation. Based upon this initial consultation, a formal proposal is prepared that addresses in order of priority client branding needs. The proposal includes a review of the brand and its current situation, key branding project objectives, and a plan to achieve the objectives. A time line to accomplish the project and estimated costs are included in the proposal.

Once the proposal is accepted, nelsonbranding begins the development of a long-term brand strategy and a brand marketing plan utilizing our comprehensive brand strategy development process.

nelsonbranding also will lead the selection of a research vendor to complete the “outside-in” quantitative research necessary for Phase Four of the project. A final presentation on-site will be conducted once the data is analyzed and the brand strategy recommendations are completed. Following acceptance of the brand strategy by your firm, nelsonbranding will develop a brand marketing plan for execution, working closely with your internal staff and key marketing communications vendors.

In addition to our core brand strategy and brand marketing plan deliverables, we can also assist you in other specific brand-related marketing projects and advertising agency selection.