Welcome to a different kind of marketing advisory business.
One with a current and in-depth understanding of Lean marketing best practices, and how to harness their power to the benefit of scientists, academics, and technologists who want to commercialize and market their innovations, technologies, and patents. This includes, but is not limited to preparation and plans to qualify for NSF grants; and private finance placements.
A hands-on strategist, project manager, and coach, I can help you dodge hazards and build headway with confidence. Even when marketing is the last thing you want to do. It’s OK — I have your back.
Today it’s a brave new world in marketing. In the Golden Age of advertising (aka the Mad Men era) it was all about creating a myth and selling it. But in today’s Purpose Economy, it’s about finding a truth and sharing it. And not just the ‘what’ but why it matters (more on this below).
By definition then, I don’t “create” brands: a brand is a direct reflection of its owners. And the position for which it’s to be known must be authentic to their goods and services, and their way of doing businesses. The difference is you.™
So to get a sense of what it will take to hit your numbers, my first step is to ask questions, and listen to your sensibilities, goals, and unique circumstances — your people, resources and operations. Typically this starts with a 30-minute online meeting, and is offered at no cost or obligation.
Process Drives Outcomes.
For me, it’s about not letting preconceived outcomes drive the marketing strategy, because this limits you to your known orbit. Rather, I help establish a strategic business and brand marketing process that helps you expand current markets, and gain a measurable presence in new ones.
Too, these programs can help you believe what you know — so you can act upon opportunity without hesitation or second-guessing.
As needed, I can also bring all the outsourced expertise and resources you need — and no more — to help focus, articulate, and amplify your brand. SERVICES
Not ‘reinventing’ (a bullshit word — applicable only in hyperbole) it, but sharpening or redefining its position, its truth, and expanding upon its core dynamics and emotions.
And then presenting it well, consistently, and with engaging panache — within your company and culture, and the markets it serves.
What you do is important. But why you do it and why it matters are the emotions that help people buy. It’s what enables them to make your brand part of their own. And that’s what we’re really asking of them in today’s Purpose Economy.
Because people — customers, innovators and support cast — make great brands. And sure, great products too. But I’ll say it again. The difference is you.™
You can ride tactical point. Or I can for you. I’m a tried and true strategy, branding, and social media coach — and sounding board. This includes all the direction needed to field and measure integrated programs designed to achieve your goals. And to make things happen, well and fast.
And, after 35 years hand-to-hand marketing and ad agency combat, I have extensive operations, marketing, and creative management expertise. I know how to get things done, and can execute against strategies across the spectrum of possible tactics and media; and to analyze findings fast, making any adjustments data might suggest.
It’s perspective grounded by current best practices, and proven success. It can help you better see opportunities while further qualifying goods for earned branded value premiums (read: greater profits).
I’m also a connector. I can readily bring a range of well-qualified tactical marketing services and creative professionals to bear to help achieve your goals. And do it well and fast (read: affordably).
Please contact me, Tom Lanen, for more information, pricing, and scheduling. (508) 951-0130
Resume: Thomas (Tom) Lanen, Strategy, Brand, and Marketing Coach