BRANDING IS ABOUT SHAPING PERSPECTIVES
Of course, that's easier said than done.
Growth comes from radical brand differentiation. Bold moves are what you need. And I have an experience-stacked collaborative creative process that brought radical results to a highly statured category. The fishing category.
Some of those results displayed in retail. More on that story below
FROM #1 IN CONTENT TO #1 IN RETAIL
A little about myself.
I'm ex-Chief Creative Officer of Catch Co, best known for Mystery Tackle Box. My team supported Catch Co's mission, making fishing accessible to all.
During that time in leadership, my brand and creative content process helped build the Number 1 fishing retail SKU at DSG and Walmart and the most engaged fishing community on Instagram in 2019.
My startup background (Series-B 38m Funding) comes with knowing the high highs to the crushing lows of massive growth.
Content framework and team-building: 130k Instagram followers in 10 months, 12-18 blog posts per month, 60-80 PDP descriptions per month.
DTC eCommerce: user experience (voted one of Newsweek's best eComm experiences 2022).
Brand Retail: experiential and packaging strategy and design in major chains (DSG, Walmart, Academy).
Mystery Tackle Box
A 10-year project spanning from direct to consumer subscription to retail. Including collaboration projects directly with Dick’s Sporting Goods and Walmart (even a NY Times writeup).
Karl’s Bait & Tackle
Our DTC shop is fueled by our Instagram community. The mission? Bring the local tackle shop to the internet. See the story in my deck.
From onsite experience for product launches to Member Week promos. Each campaign is carefully crafted on the story, with the entire ecosystem contextualized.
Building on the ultimate currency; Attention. The content process left behind the interruption and instead built on the story. One example, 90k TikTok followers in 7 months.
A range of brands dedicated to projecting strong, distinct personalities to celebrate the story of the job to be done. From private labels to the Content Creator fueled Googan Squad brand that dominated retail.
From ideas like the Bassmobile featured in Adweek to onsite experiences for our eComm site were explored to build unique connections to the community.
See the details of these projects in my deck:
TIME IS THE MOST IMPORTANT THING
What I can provide you is something that's not going to have to change for a very long time.
CONSULTING SERVICES INCLUDE
Brand and creative discovery framework: Find your brand's uncommon demonstrator and determine what deliverables make the most impact
Content framework: Develop strategy for cross-pollination to maximize omnichannel presence
Creative team hiring: content creators, writers, designers, photographers, and film
Creative team mentorship
Pitch deck design
Brand consultation: positioning, identity, voice
E-commerce / Lead-generation user experience analysis and implementation
Onsite experiential strategy and implementation
Retail / Experiential strategy and implementation
Campaign creative planning and implementation
DTC and Retail packaging strategy and implementation