Brand Strategy - Consumer Brands & CPG

Branding has a special urgency in the modern consumer marketplace. I started my career in the toy industry, which has always understood that branding isn’t just how parents and kids identify the right toy — it’s how they build an emotional connection that often lasts an entire lifetime. These days, nearly every consumer category has become commoditized, with price driving more and more purchasing decisions. The only advantage a premium product has is the brand that backs it up.

I learned about brand-building by helping to develop Hasbro’s original brand creation playbook. You can see throughout this part of my portfolio how those lessons show up in my work on brands in toys, technology, consumer goods, and more.