Two decades of identifying the truths that move people for the world’s leading brands.
Truths Over Theories
I am a veteran researcher, brand strategist and facilitator specializing in identifying sharp human and cultural insights: universal truths in the context of today’s culture. Over time, I’ve seen mental models and brand theories comes and go. Yesterday’s “brand essence” is today’s “brand OS”. But when it comes to strategy, what never goes out of style are human and cultural truths. I believe that in a time of epic over-promise, those who speak the truth will connect. So I focus on identifying the truths that resonate and move people.
Persuading From the Positive
Seven years into my advertising career, I had a crisis of conscience while working at the advertising agency that did the Army recruitment campaign during the run-up to the Iraq War. I felt a deep calling to use what I had learned about persuasion - moving hearts and minds, shaping habits and behaviors, selling ideas - for positive impact. I help brands find clarity and the most potent cultural entry points to positively move people. I have tried to bring light to big brands that were considered the dark hats as well as those already considered to be positive.
Venice Beach
I am lucky to work from home in the Venice Beach community, which feeds my creativity, spirit and sense of possibilities. I even got to be a part of Inside Out: The People's Art Project in partnership with TedX Venice 2017 (see banner image to see my portrait on the wall of the Rose Room on the boardwalk).
“Kerry was an incredible thought partner who pushed and challenged our thinking; a skilled facilitator who helped bring our marketplace principles to life; and a dogged executor who got stuff done.”
“Kerry has a wealth of knowledge about consumers and about cultural issues in society today. Kerry consistently brought innovative thinking, creative ideation, and a huge commitment to deliver high quality work.”
“Kerry is a multifaceted strategic thinker and doer. Her energy, insights and passion has helped fuel my work & sharpen my views, enabling me to become a more effective leader. ”
