RECENT PROJECTS
Conservation International
Conservation International

Created Team Earth, a proprietary brand positioning and global partnership platform for this leading global
environment organization.

Friendly's
Friendly’s

Created a new promise for this well-known restaurant brand to provide the foundation for future growth. Then identified and introduced the optimum agency partner.

GE
GE

Chosen by GE Corporate to develop a proprietary innovation process to address diverse marketing and strategic challenges. To date, we have led over sixty individual projects across the organization globally.

The Hain Celestial Group
The Hain Celestial Group

Defined optimum positioning based on new consumer insight to revitalize a major beverage brand.

Lead America
Lead America

Created a new brand positioning based on consumer insights, developed a strategic roadmap for the business, and led brand activation with strategic partners.

The Limited
The Limited

Created new positioning and brand promise. Then helped drive business growth through customer insight and engagement.

Omnicom Group
Omnicom Group

Have led over eighty collaborative innovation projects to date, addressing diverse and complex business challenges.

The Windward School
The Windward School

Created a new brand positioning for this unique educational institution and developed a 5-year strategic and executional plan to support future goals.

Pamida
Pamida

Created a positioning for this unique retail organization that inspires its people and builds a stronger relationship with its customers and communities.

7-Eleven
7-Eleven

Created a brand positioning for this iconic global brand that clarifies why it occupies such a special place in its customer’s lives.

Sun Capital Group
Sun Capital Group

Engaged by several of their portfolio companies to create a differentiating brand positioning and develop actionable ideas to stimulate growth.

Battelle
Battelle

Synthesized all that this extraordinary, complex organization is down to a simple, powerful promise.

 
WHAT OUR CLIENTS ARE SAYING
“Brett is an amazing creator and facilitator. He has a great ability to build trust with teams, allowing him to take them out of their comfort zones in search of new ideas and connections. What starts out with eyes raised in skepticism ends with people saying “This was our best session ever!”
Beth Comstock
Senior V.P. and
Chief Marketing Officer, GE
“Brand Initiatives Group has contributed substantially to the success of several of our companies through their marketing expertise and creativity. They are not afraid to challenge the status quo, they do their homework and never shoot from the hip.”
Scott King
Senior Managing Partner,
Sun Capital Partners
“Brand Initiatives Group was an incredibly valuable partner in the first year of our turnaround at Lead America. Their work was decisive in laying the foundation for the company’s new, expanded value proposition and go-to-market strategy. They are great listeners and critical thinkers who deliver game-changing insights on time and with a high level of quality.”
Terry Stecz
President and CEO,
Lead America
“Kate and Brett brought a unique combination of skills that have benefited us greatly as we looked to define our long-term strategic plan. Their collaborative way of working generated broad consensus and buy-in across our organization, which in our case was incredibly important.”
Dr. John J. Russell
Head of School,
The Windward School
“We engaged Brett Shevack and his team for a very difficult Branding/Market Positioning Project. Our regional chain…Pamida Stores…competes with the biggest and best in the retail industry. So we needed a strong competitive edge. Brett and his Brand Initiatives Team took us on an incredible journey to find a very unique positioning. Because of the sameness in retail merchandise, this was an exceptionally challenging assignment. His collaborative style and BIG process lead to a very unique solution. Creative solutions are important, but making the cash register ring is still the key goal. The new positioning helped turn around a negative sales trend and became a rallying point for our associates. I look forward to my next project with the Brand initiatives Group.”
Stanley Latacha
Chief Marketing Officer,
Pamida Stores
“Brett and the Brand Initiatives Group were a perfect fit for our strategic review and branding process. They engaged themselves within the process and guided the team throughout. We are in a great place and have established the foundation for us to continue to build success.”
Gene Alessandrini
Senior VP, Chief Marketing Officer,
PPL Energy Plus
“Branding is storytelling. The BIG process allowed us to unleash the power within ourselves — our associates and customers — to help us as a Brand tell our own unique and differentiated positioning. And they were able to do this for our legacy/core business as well as for our newly formed sister brand. Kate and Brett are gifted and the range of services they can provide is invaluable. Their insights are appreciated and their ability to get teams to consider alternatives and less conventional solutions is noteworthy. They were critical to our turnaround as well as to helping us grow.”
Linda I. Heasley
Chairman and Chief Executive Officer,
Lane Bryant
“We asked Brett to facilitate a cross functional team from 7-Eleven to build a brand promise that would help us create a more deliberate future brand experience. We expected this to be a jump-start. What we got was so much more. Brett facilitated an honest discussion — he got the folks who were skeptical to say why, he got perspectives from all functions and tenures on the table, and he did it in the context of building alignment around who we are today and what we want to be more of in the future. We were productive – he helped us organize our thoughts. He played back common themes and big ideas and got us to a draft brand promise that was a synthesis of our time together. Brett’s process worked for us because it was efficient, engaged all functions, not just the marketing team, and because he helped to connect the dots along the way to ensure a productive output. I would strongly recommend Brett as a strategic marketing partner, especially if your company is focused on innovation. He customizes his process for your specific situation. You can count on him and his experience to help your team get to the next step.”
Laura Bloom Gordon
Vice President, Brand Innovation,
7-Eleven
“Brett has the ability to find simplicity, even when it is buried under layers of complexity. He and members of the Brand Initiatives Group help discover themes that become the foundation of an organization’s inspirational purpose.”
Patrick Jarvis
VP, Marketing and Communications,
Battelle
“Brett Shevack and the Brand Initiatives Group have contributed tremendously to business critical strategy work at Gordman’s. Brett has amazing insights into today’s competitive marketplace and how to bring a group of people together to achieve a common vision with passion and purpose. He is a gifted facilitator who can take a list of abstract thoughts and diverse teams and bring them together to define who they are, what they should be and how they will compete. The attribute that clearly sets Brett apart from others is his genuine concern and commitment to his work and ultimate success of the client.”
Roger Glenn
SVP, Human Resources,
Gordman’s
“Brand Initiatives Group has taught our entire company to think differently about what we do and how we do it. Before our work with them we were simply a garden hose company. Now, we are the leading “Watering Company” in North America. Our new positioning, our new growth process, and how we now do everything with a singular focus on being the best watering company in the world, is part of everything we execute. Through an amazing collaborative process from top management through many layers of the organization, BIG enabled us to capture the key vision of our company and helped us to highly differentiate ourselves from the rest of our competition.”
Miguel A. Nistal
President & CEO,
SWAN Products
“Brand Initiatives Group engaged our organization in a process that brought out what we all knew was there but couldn’t describe. They made a complex process simple by encouraging our community to share openly and honestly so we could identify who we are in a more defined way. The result of our work with BIG has breathed new life into the mission and vision of our program by creating a positioning statement that captures the essence of who we are.”
Donna Kennedy
Head of School,
The Gillen Brewer School