ABG

ABG contracted me in January 2013 to lead and produce global company rebranding initiatives; a complete overhaul and reinvention of internal collateral materials, products, and online identity. They had limited marketing direction pre-2013 and were relying on late 90s-to-mid 2000s brand materials to represent themselves. Their marketing efforts were stuck in the past and it also showed in their industries served, with sales stagnant and attracting no momentum for over a decade combined with ownership restructuring—oh, and the national recession.

The challenge seemed daunting at first but ownership allowed me the freedom to uproot and gut its brand and products across all media. The goal to rebrand, plan, attack, and shift industries targeted along with product branding initiatives commenced and continues to this day (2020). Cause and effects of the mass marketing overhaul aimed to replace aging accounts spread across low-profit industries with new businesses from a high-profit industry, Electric Utilities. Establishing brand and product awareness outside of the midwest within the Electric Utilities industry was the underlying motive for each 360° global brand marketing initiative I continue to direct and execute.

Rebranding ABG within 3 months time from logo to website dev to collateral sales materials and signage influenced ownership with offering me an Executive Director position to come inside and solely influence and establish ABG’s present and future 360° global brand initiatives. Annual, monthly, weekly and daily initiatives includes: Web Development, Product Development, Print, Web, Signage, Trade Shows, Merch, Ads, Email Campaigns, SEO Campaigns, Marketing, Vendor Negotiations and Contracts, Ecommerce Development and Integration, and the overall management of all strategies.

ABG’s focused 360° brand marketing strategies successfully resulted with replacing low profit, stagnating accounts while attracting and nurturing higher profit, recession-safe clientele.