BE
01 PROFESSIONAL
MY SKILLSET IN BRAND DEVELOPMENT
BE (brand definition)
Fundamental elements in brand creation
- brand essence
- brand manifesto, voice, character
- naming and tagline
- vision/mission planning
- brand guidelines
DO (brand architecture)
Components in delivering the brand
- marketing & communication planning
- brand partnerships
- channel strategy
- portfolio strategy
- messaging framework
SAY (brand experience)
Brand experiences and campaigns
- integrated campaign design
- audience journey mapping
- creative brief
- event strategy
- performance management
SAY
DO
BE
Ken
quinn
brand strategist
"I've had the good fortune to accumulate a solid, yet diverse background in the world of brand strategy and design. I thrive on brand challenges and genuinely love what I do. I intend to push the boundaries of brand development as long as the work pays dividends for clients and partners."
02 PORTFOLIO
03 Experience
2017-2023
REI Co-op
Senior Brand Strategist, Marketing
Developed the strategic and creative framing for REI's full-price and sale event marketing campaigns resulting in record sales growth and brand lift. Created REI’s strategic point of view for its 9 activity categories, which in turn provided guidance for creative expression and merchandise purchasing decisions. Formulated the strategic positions and creative briefs for REI’s rentals and used gear businesses, REI's brand narrative, as well as the 2022 “Opt Outside” brand approach.
2014-2016
50,000 FEET
Director of Brand Strategy
Led brand strategy assignments for high growth and heritage clients including Sony Sound, Mastercard's digital payment solutions, FedEx logistics brand architecture, and Haier America's rebrand. Instituted the firm's strategic approach and represented the strategy arm in business development.
2012-2014
POSSIBLE WORLDWIDE
2009-2018
KEN QUINN CONSULTING
Freelance Brand Strategist
Collaborated with agencies and clients nationwide on a variety of Fortune 50 to SMB brand assignments. Strategic work ranged from facilitating brand workshops to authoring brand platforms, messaging frameworks and portfolio strategies.
Associate Director of Strategy
Served as lead strategist on agency's top tier accounts. Co-led the agency's transformation with strategy becoming a distinguishing capability. Authored thought leadership pieces and frameworks that aided agency efforts across accounts while managing a team of strategists.
2004-2009
VSA PARTNERS
Brand Strategist
Created core brand strategies for organizations, often interacting with c-suite decision makers worldwide. Conducted and interpreted research and analytics which helped identify brand opportunities. Partnered with Creative Directors to ensure successful translation of strategy to design.
2002-2004
WMQ STRATEGIC STUDIO
Principal/Lead Strategist
Executive decision maker responsible for driving the firm's strategic direction and operations, which resulted in increased profitability and award-winning results.