Helping brands, companies & organizations define who they are. And then make the most of it. That's who we are.

How clients engage us:

Deepen Understanding

How are we perceived?
Who is our customer?
What do customers want?

Accelerate Growth

Initiatives and prioritization
New brand development
Actionable business plan

"Who Are We?"

Position our brand or company
Clarify brand architecture
Evolve our identity

Go-to-Market Strategy

Potent communications
Drive value from CRM
Unlock digital potential

Build Our Expertise

Business building creativity
CMO thought leadership
Orchestrate top-tier execution

Our work:


Develop proprietary innovation process to address diverse strategic challenges

The Windward School

Create new positioning, inspiring the future through a five-year strategic plan

The Limited / eloquii

Create a simple powerful brand promise, develop and launch a new fashion brand


Reposition, create identity and develop go-to-market strategy

What clients say:

“Brand Initiatives Group are amazing creators and facilitators. They have a great ability to build trust with teams, allowing teams to step out of their comfort zones in search for new ideas and connections”

Beth Comstock, Senior VP and Chief Marketing Officer, GE

“The BIG process allowed us to unleash the power
within ourselves, our associates and customers.
Brand Initiatives Group were critical to our turnaround
as well as to helping us grow.”

Linda I. Heasley, Chief Executive Officer, Lane Bryant

“Brett and his team have a unique ability to see a brand through a clarifying lens. For Seacoast Bank in particular, Brett was masterful at both understanding and articulating what makes us unique. His work is proving to be instrumental in helping our entire company understand what makes us unique and each individual’s role in our brand story.”

Jeffery Lee, EVP, Chief Marketing Officer and External Affairs, Seacoast Bank

“We retained Brand Initiatives Group to support a major repositioning exercise for a significant part of our portfolio. The combination of Brett and Kate’s deep consumer insight, strong strategic thinking, and creativity played a major role in the success of the project. They also showed a tremendous ability to grasp the complexity of our category, yet cut through the clutter to identify a direction that was compelling, differentiated and authentic to the Tarkett brand. I would wholeheartedly recommend them.”

Jonathan Klinger, Chief Marketing Officer – General Management, Tarkett

“As Old Time Pottery focused on clarifying its market and brand position, we engaged Brand Initiatives Group to tackle this strategic initiative. Brett and Kathy partnered with our leadership and store teams, and many of our stakeholders, to develop a brand positioning that was superb. The work was not only focused and cost effective, it was comprehensive to the point where it has established a solid roadmap, operating imperatives, and cultural guideposts that will foster an aligned execution plan. Their work was the perfect balance of innovation and pragmatism, which has already made a significant difference in taking our plans to the next level.”

John Harlow, CEO, Old Time Pottery

“With years of relevant business and equity-building experience, the Brand Initiatives team is extremely capable. I consider them tremendous collaborators, as they consistently deliver smart, actionable solutions grounded in business realities.”

Jim Kilts, Snacks Brand Manager – Global Equity, The Hershey Company

“We rarely make the time to examine our own business as we do for our Clients. Brett Shevack and Brand Initiatives Group brought a disciplined process that included our entire agency and helped us gain a better understanding of who we are and what makes us successful.”

Art Ferrara, CEO, Ferrara & Company