The Essential Orange

My blogs

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About me

Industry Marketing
Introduction The Essential Orange is a blog about brands and marketing. My goal is to examine how companies connect their brand to consumers and differentiate themselves in the crowded marketplace; how they build brand affinity and brand loyalty in new and different ways. I have 20 years experience building brands and marketing strategy for both Fortune 500 and start-up companies including Unilever, Labatt/Interbrew and Starbucks. I joined Starbucks in 1996 where we pioneered new ways to build brands, breaking new ground as a responsible company, committed to environmental and social change. Instead of relying on huge advertising budgets, we developed innovative advertising and marketing programs that sparked conversations and built social networks. I held progressive marketing positions in the U.S. and Canada, joining the international team as VP marketing in 2004. In 2008 I branched out on my own with a desire to work with companies who wanted to make a difference. I’ve had the privilege to contribute to their success by developing strategies and plans to build a following and effectively communicate their story leveraging both traditional and social media marketing tools.
Interests sustainability, brand strategy, cool and effective marketing ideas, hiking, yoga, flowers & garden design, modern art & architecture, travelling, reading
Favorite Books Currently reading: Made to Stick by Heath & Heath, Groundswell by Li/Bernoff