I help brands matter more.

Mattering is hard. Customer expectations are as high as they’ve ever been. We expect brands to deliver seamless service experiences and consistently excellent products, all while making a positive and visible impact on our communities, on society, and on the planet.

At the same time, trust in companies has never been lower.

Succesful brands are actively and energetically narrowing this gap, delivering meaningful experiences and creating consistent and trusting relationships with their customers. These brands understand who they are and what role they want to play in the world.

Process

I help my clients matter more by working with them across a three phase process, pulling in best-of-breed partners along the way. Through this process, brands get a better understanding of who they are, envision who they want to be, and design solutions that bridge the gap.
1

Mapping the Present

Usually our friends and family see us more clearly than we see ourselves. The same is true of companies and brands. We work together to identify:
  • Current Brand Positioning
  • Existing Customer Journey
  • Unmet User Needs
  • Organizational Values
  • Customer Expectation Gaps
2

Charting the Future

Once we have mapped out the reality of the present, we create hypotheses and goals for the brand’s future state. We craft and codify:
  • Company/Brand Mission
  • Evolved Brand Value System
  • Evolved Brand Positioning
  • Customer Experience Blueprint
  • Brand Strategy
3

Building the Bridge

After we’ve identified and aligned on the desired future state of the brand, we ideate and design the actions that will get us there.
  • Brand Identity
  • New Product Development
  • Experience Design
  • Culture Design
  • Messaging

Clients

Recent clients have spanned the gap between a three-person startup and a Fortune Five company, and everything in between. No matter the size of the company or the industry, I embrace three principles:
Work iteratively: Start with a wide lens and narrow as we go.
Prioritize the user: Mattering more means constantly asking why our customers should care.
Collaborate: The best way to work for clients is to work with clients. There are no “unveilings.”

About

About

Harlan has been helping clients with strategic challenges for 25 years. His approach to strategy is multifaceted, combining the discipline of research, the art of collaboration, and the clarity of the written word. There might be some triangles and Venn diagrams in there too.

Prior to his current role he founded Orange, the experience design division of Venables Bell & Partners. Over his seven years leading Orange, Harlan rounded out his deep brand strategy experience with a deeper appreciation for the customer experience. He believes the best brand strategies address unmet user needs.

Contact

415-971-2277

H@HarlanKennedy.com

Copyright © 2020 Harlan Kennedy