Strategy

We help organizations unlock their creative potential and build high-performance brands. Typical projects integrate three kinds of strategy:

Business
strategy

Business strategy is about opportunity. It involves seeing what’s not there, and applying physical and financial capital thoughtfully to make it happen.
See details
  • Purpose + vision
  • Strategic planning
  • Scalability planning
  • Board facilitation
  • Culture + org design
  • Leadership development
[ tap to close ]

Brand
strategy

Brand strategy is about relationships. It involves focusing human energy and building trust with diverse stakeholders.
See details
  • Brand definition
  • Brand identity design
  • Naming
  • User experience design
  • Culture evolution
[ tap to close ]

Marketing
strategy

Marketing strategy is about communication. We help organizations tell their story and build lean marketing functions in environments where every click, pixel and penny counts.
See details
  • Positioning + messaging
  • Campaign design
  • Channel optimization
  • Inbound marketing + analytics
  • Creative direction
  • Agency management
[ tap to close ]
Case studies
  • Interim CMO
  • Brand positioning
  • Creative direction
  • Agency management
  • Marketing strategy
  • Campaign design
  • Messaging
  • Merchandizing
  • Product UX design

Zazzle

The Next Us worked with Zazzle as an embedded team member to help the company navigate a major transformation of its product, external brand, and internal culture.

In 2012, Zazzle was already a one-of-kind maker platform with a stellar track record and a bold vision for the future. The Next Us worked hands-on with the Zazzle leadership team on brand repositioning and served as interim Chief Marketing Officer (CMO) for two quarters. As part of this project, The Next Us also led the cross-channel marketing strategy and creative direction for Zazzle's 2012 holiday campaign, its most successful one to date.

  • Brand strategy
  • Innovation methodology
  • Purpose and vision

Leapfrog

The Next Us helped this beloved educational brand articulate a vision as bright as its past, and deliver strongly against that vision.

In 2007, Leapfrog had many successes to celebrate. But the electronic educational toys space the company once pioneered was now rapidly changing, with new technologies, market entrants, and consumer expectations. Over a two-year period, The Next Us worked with the Leapfrog executive team and across business units to revitalize its consumer value proposition. The long-term bets made during this project were re-evaluated three years later, and all were found to be fully correct and successful.

  • Strategic planning
  • Strategic partnerships
  • Buzz marketing
  • Innovation strategy

Sundance Channel

The Next Us helped the Sundance Channel generate significant online buzz for its new environmental content, and smartly test hypotheses about the company's audiences and long-term growth.

The Next Us worked with Sundance Channel over a two-year period on strategic planning and digital media strategy. Highlights of this work included the company’s innovative buzz marketing efforts in Second Life, which were profiled in the Time magazine 2006 Person of the Year issue and the New York Times.

  • Vision
  • Brand strategy
  • Strategic planning
  • Product design
  • Outbound marketing strategy
  • Product development methodology
  • Creative direction
  • Agency management

Wize Commerce

The Next Us has worked with Wize Commerce for 4 years as an external brand consultant and embedded team member responsible for all brand strategy and outbound marketing.

Wize Commerce is an e-commerce leader with an incredible track record for resilience and financial success. Since its inception as Nextag, Inc. in the late 1990’s, the company has used its data science capabilities and platform to help thousands of retailers and content providers maximize their revenue across every device and digital ecosystem. The company also manages a network of over a dozen successful consumer e-commerce sites worldwide.

Major responsibilities:

  • Brand strategy, brand identity design, and messaging for all the Wize Commerce major consumer brands: Nextag, Wize.com, and Price Machine
  • Positioning, rebranding, site design, and launch for the Wize Commerce corporate parent
  • UX design consulting and ongoing optimization for all the brands above
  • Onsite Brand Director responsible for all aspects of brand strategy and outbound marketing (1-year appointment)
  • Functional manager of all in-house creative resources and outside agencies

  • Positioning
  • Messaging
  • Visual brand strategy
  • Creative direction
  • Agency management
  • Campaign design
  • Website design
  • Product UX design

Synopsys

The Next Us worked with the Synopsys Software Integrity business unit as an embedded team member to help the company position itself successfully in the cybersecurity market over a two-year period of rapid growth and expansion.

We helped Synopsys integrate its storytelling and visual brand across all marketing and sales touch points, and iteratively assimilate the assets of five major acquisitions: Coverity, Codenomicon, Protecode, Seeker, and Cigital.

During this engagement, Synopsys moved from a niche player in the application security space to one of the largest based on revenue, reputation and solution breadth. It also evolved its marketing approach from pure lead gen to a thoughtful mix of demand generation and brand-building at every step of the marketing funnel.

Responsibilities:

  • Onsite marketing lead responsible for all aspects of brand strategy and outbound marketing
  • Functional manager of all in-house creative resources and outside agencies
  • Development and management of all core Synopsys Software Integrity outbound communication tools, including platform and product positioning, messaging architectures, sales decks, tradeshow training materials, visual brand style guides and templates
  • Design of Software Integrity cross-channel brand campaigns
  • Liaison to Synopsys Corporate Marketing for the year-long redesign of the Synopsys.com corporate website, including referring the final selected design agency and representing all Software Integrity technical, marketing, visual design, and information architecture needs and requirements