Kirsten nurtured and converted a prospect relationship into a multi-year contract with Panasonic North America. She led every aspect of the brand transformation working daily with the CMO and her team and directly with the CEO and Presidents of nine business units.

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The brand transformation began with extensive qualitative research with C-Suite, employees, prospects and customers, development of buyer personas and journeys. Options for a new brand platform were then developed based on insights. Platforms were tested and results revealed the narrative that resonated with the target personas. The narrative was extended to an enterprise-wide message architecture for all internal and external communications.

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The new brand platform – Technologies That Move Us – became the cornerstone of a strategic refocusing that fundamentally has changed the way the company speaks to the market and operates. Launched internally and externally in less than six months from the start of the initiative with a targeted integrated communications and media plan that exceeded all projected KPIs within the first three months.