IF you want to squash your competition with an insight instead of a megabudget, BrandTraits can help. IF you want to understand or change the rules that govern your category, we can show you how. IF your brand is in a category that is less “glamorous” than the consumer categories, you might just need more interesting thinking.
Making connections between the deep longings of consumers and the brands that fulfill them is Paul’s specialty. And this comprehensive list includes those brands he worked on early in his career, as well as those that are current or recent clients.
Consumer Package Goods Brand Experience:
- Toblerone, Suchard Chocolates, New Products – Premium chocolates
- Whoppers, Milk Duds, Jolly Rancher, Good & Plenty – Candy Snacks
- S.O.S Steel Wool Soap Pads, Bon Ami, New Products – Household Cleaning
- Jovan/Yardley of London – Fragrances/HBA
- One-a-Day Vitamins, Flinstone Vitamins, Bugs Bunny Vitamins – Vitamins
- Kraft Miracle Whip, Kraft Mayonnaise, Pourable Dressings – Salad Dressings
- Happy Cat cat food, Lucky Dog dog food, Kitty Litter – Pet Products
- Schlitz Beer, Erlanger Beer, Coors Beer – Alcoholic Beverages
- Ralston Cereals, New Products – RTE Cereal
Consumer Durable Goods/ Service Brand Experience:
- SeaRay Boats, Baja Boats – Pleasure Boats
- Evinrude, Johnson, OMC – Marine Power
- John Deere Consumer Riders/Walk-behinds – Lawn Equipment
- Citicorp, Household Bank, Byron Bank, Grand River Bank – Financial
- Gerald R. Ford International Airport
- City of Portage, Michigan
Consumer Healthcare Brand Experience:
- University of Chicago Hospital, Chicago IL
- Ingalls Health System, Chicago-area IL
- MacNeal Hospital, Berwyn IL
- Bronson Hospital, Kalamazoo MI
- West Michigan Cancer Center, Kalamazoo MI
- Mary Free Bed Rehabilitation Hospital, Grand Rapids MI
- Wings of Hope Hospice, Allegan MI
- Vista Springs Assisted Living, Grand Rapids MI
- Priority Health – Insurance
Professional Experience (in reverse order):
BrandTraits – Principal/Brand Strategist
Felder Communications Group – Chief Strategy Officer
Biggs|Gilmore Communications – Senior VP/Strategic Planning
NW Ayer/Chicago – VP/Director of Strategic Planning
Euro-RSCG Tatham/Chicago – Group Director, Consumer Research & Planning
J. Walter Thompson/Chicago – Research Associate
Jovan/Yardley of London/Chicago – Assistant Director of Market Research
Educational Experience:
M.A. Communications/Consumer Behavior emphasis – Northwestern University/Chicago
B.A. Communications Sciences – Michigan State University
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