Many legacy or established companies had a “reason for being” and early on it was the core of their brand and was appropriately expressed. However, over time the brand meaning has been lost, unclear or the competitive landscape changed. As a result, the touchpoints, behaviors, etc. have been diluted and are less effective. Raj B. Shroff and Michael Reda of Pine Strategy and Design offer a look at how to drill down to a brand’s essence, and thus get a better idea on how to determine where it can and should live.
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Raj B. Shroff founded Pine Strategy & Design in early 2017. It is a hybrid consultancy-agency which delivers both business acumen and creative ingenuity. Prior to that, he was VP of Brand, Strategy & Design at a global experience design firm. He has run large-scale initiatives having served in strategy, account and creative leadership roles at Fitch (WPP) in the areas of Retail, Brand and Product design and at Resource / Ammirati (now IBM iX) in Digital Experience & Marketing. He has been involved in building brands from scratch and rebranding at the corporate and product levels. His experience includes work for companies in the U.S., India, Mexico, Europe and South Korea. He has partnered with many of the best including Intel, P&G, Target, Wrigley-Mars, Chobani, LG, Pernod Ricard, Reliance, Nestle, The Home Depot, The North Face, Gatorade, Carhartt and others. Raj is Adjunct Faculty at CCAD (Columbus College of Art and Design) in the Masters of Integrative Design and Undergraduate Studio programs. He has spoken at conferences and private client events on the topics of future of retail, digital and on consumer behavior. He spends his free time with his wife and two sons and pursues his hobbies of running, reading, traveling and mentoring.