Bean-Maker, Not Bean-Taker: Research and Innovation, Brand Strategy and Story
Launching a Tech Brand That Filled A Gap in the Market
As co-Founder of the Paris-based Womens Worldwide Web, Tish was most highly involved with the conception of the brand, selection of the brand name, logo and language. Rooted in a deep understanding of its core female target, their world view about a better future and their instinct towards collaboration, the brand ushered in a new frontier in harnessing the power of digital technology as an agent for positive impact.
Today, we reach an online community of over 40,000 people and our work has helped hundreds of thousands of the world's girls and women.
Sleep Innovation Strategy Impacting Babies and Mommies, Sleep Systems, Apps and Tylenol
From 2007 through 2009, Tish was the strategy lead in a global exploratory into this challenge: How can Johnson & Johnson harness all its scientific and medical expertise to deliver holistic consumer solutions for the global epidemic of unhealthy sleep? Through an involved methodology beginning with a Knowledge Activation workshop among stakeholders, depth expert interviews, consumer research, concept building intensives and product design sessions, she lead an interdisciplinary senior client team into innovation opportunity areas populated by product innovations. These spanned existing J&J brands as well as potential spaces J&J could expand into.
The work continues to be relevant today, impacting Johnson’s Baby products, Tylenol PM and the emerging world of digital solutions through healthy sleep applications and platforms.
In 2012, two iconic brands formed a partnership. Tish was the strategic lead who drove the strategic thinking and powerful integrated campaign direction for the powerful Tide-NFL partnership, rooted in powerful consumer insight and a deep understanding of the partnership's cultural significance.
When two of America's beloved brands come together; no matter that they are tough on stains one is or how tough on the field the other is–their common ground is all heart.
Tish holds the license, is head organizer and drives the brand experience for for NYC’s longest running and most active TEDx events program. She leads a team of ten and under her leadership, they have employed a three pronged strategy:
•Selective programming and my close guidance in curation results in more dynamic salon experiences
• Systematized event production provides a seamlessness that enhances the salon experience
• Utilizing social media strategies extends our brand experience beyond our weekly event
Results: A 50% improvement in participant diversity and a 150% increase in our database year on year.
Successful Rebranding for the Age of Online Philanthropy
In 2010, Tish had the privilege of leading a rebranding process for the Nepal Youth Foundation. Evolving the brand naturally led to evolving the organization’s vision and expanding its outreach programs to increase its relevance in today’s connected, conscientious, participative marketplace.
The new mark signaled not only the brand's updated vision, it also pointed towards its new direction to appeal to the younger donor base who is listening in digital and social spaces.