_ Representative Client Engagements

[efomedia] - Brand Marketing Counsel

Ebru Firatoglu of [efomedia] Brand Consulting has successfully designed and engineered brand projects for a broad range of client organizations. While the confidentiality of the work conducted by [efomedia] Brand Consulting prevents us from providing specific descriptions, the following are general profiles of projects accomplished within the recent past.

• Positioning and repositioning strategies – Served as lead consultant for chief marketing officers in numerous corporations as they positioned new product/service brands, or repositioned existing brands. Competitive advantage delivered: Engineered a series of positionings and repositionings that significantly enhanced the market leverage of the brands involved.
   
• Brand team training – Designed and implemented numerous brand training programs at major corporations in the packaged goods, technology, and financial services industries. Competitive advantage delivered: Educating and motivating large groups of employees to learn to be and act like brand advocates. Programs include small group and large group interactive workshops, online and CD-ROM-based training, company-wide brand events, and brand certification programs.
   
• Brand architecture and portfolio management – Led research, evaluations, and strategic initiatives to create or reconfigure brand portfolios in computer networking, energy, financial services, and publishing industries. Competitive advantage delivered: Strengthened the structure, clarity and impact of existing and emerging architecture systems.
   
• Web strategy development – Co-authored extensive Web presence strategies for major telecommunications and financial services corporations. Competitive advantage delivered: Helped to establish strong Web presence before competition had made extensive use of online channel.
   
• Business plan development – Designed and developed numerous business and marketing plans, using a proven structure and development approach, for service, technology, packaged goods, and financial services organizations. Competitive advantage delivered: Created a roadmap for future growth in excess of competitive moves.
   
• E-commerce strategic planning – Currently developing business plan, marketing strategies, and Web presence plans for major start-up e-commerce firms. Competitive advantage delivered: Assisted management team in surviving and growing within challenging competitive environments.
   
• General strategic planning/equity research management/corporate repositioning – Led major Southeastern US energy company in overhaul of their strategic marketing planning process and positioning, including design and analysis of equity research, in an emerging deregulated environment. Competitive advantage delivered: Helped companies begin to market as one organization, rather than as counter-productive silos.
   
• Brand management consulting – Provided ongoing, multi-year strategic support for leading international financial services organization involving brand equity research and analysis, strategic planning, and internal brand communications. Competitive advantage delivered: Provided strategic focus in complex marketing organization, just as major competitor was strengthening its presence globally.
   
• New product development planning – Served as lead marketing consultant and brand building trainer for a Turkish marketing team of a leading international packaged goods company. Competitive advantage delivered: Designed and helped implement strategic information and marketing guidelines that contributed to successful new product launch.
   
• Long-term strategic consulting – Facilitated corporate and brand planning for well-known edutainment software company. Competitive advantage delivered: Provided strategic focus in loosely organized marketing setting.
   
• Corporate and banner brand repositioning – Led team of branding consultants in the repositioning of a leading healthcare provider. Competitive advantage delivered: Led efforts to create new positioning that served as the basis for an extremely successful marketing communications campaign.
   
• Professional services marketing – Led strategic planning and team brand building for major professional services firms. Competitive advantage delivered: Provided strategic and marketing focus within a newly branded setting, thus fueling new marketing programs.