brandapart drives growth for brands through developing, and refining brand strategy through research and communication. As a multi-faceted marketing strategy consultancy, we create incremental and profitable growth for our clients.
brandapart’s capabilities focus on market research, strategy, and insights.
Fred is a consummate professional with a keen ability to grasp the strategic implications of a business action. He is a quick study with a well honed ability to synthesize a large number of seemingly disperate inputs to drive to a well reasoned business action. Perhaps most important, however abstract the project he never loses sight of the fundamentals of the core business."
— Steve Burch, Strategic Marketing Vice President, East Areaat PulteGroup
Hill's Pet Nutrition turned to brandapart for insights on how to increase market exposure for their lines of cat and dog food. Through research, brandapart determined that a more effective way to market pet food would be to focus on special conditions or special dietary needs in order to cater to the unique conditions of customers’ pets. As a result of this repositioning, Hill’s stock prices rose by 30% globally, and today remains of the leading pet food brands in the world.
While Miller Coors is famous for it’s low-calorie pilsner (Miller Lite), it also owns several regional craft breweries including Blue Moon, Blitz-Weinhard Brewing Company, and Leinenkugel’s–many of which competed in the same markets. MillerCoors turned to brandapart to help eliminate competition between these brands by suggesting in which markets to invest and devest. The research helped MillerCoors maximize brand exposure and minimize overlap and self-competition.
In 2009, brandapart teamed up with Leapfrog Online for a survey of CMOs. The intent of this survey was two-pronged: the first was to establish what companies were looking for in a marketing partner and how Leapfrog Online could meet those goals. The second use of these surveys was used by Leapfrog Online to prove their marketing solutions were viable to potential clients as well as direct corporate business strategy and reinforce corporate messaging.
Fred's passion, curiosity, and can-do approach make him a great team leader who is able to inspire those around him”
— Principal, Client Insights IRI
Founder, Managing Partner of brandapart, a strategy consultancy that "makes strategy actionable". Prior to brandapart, Fred was Vice President of PulteGroup, the nation's largest publicly traded homebuilder. There, he was responsible for Pulte’s three brands: Centex, Pulte and Del Webb, leading the development of brand strategy and strategy activation. He redefined the Centex and Del Webb business models, including new products, retail environments, and mortgage service offerings. He created Pulte Group’s new product development process and led ideation for developing new products. He was also responsible for creating a new, forwardlooking segmentation model that unearthed new opportunity targets and modeled future demand by segment. Fred was a member of the corporate strategy team, identifying drivers of shareholder value.
Prior to PulteGroup, Fred was a marketing strategy lead at Prophet, Zyman Group and VSA Partners, a branding and design firm. Fred has over 18 years of advertising experience as a global account leader of such brands as Campbell's Soup, General Mills, ConAgra, State Farm Insurance, Motorola, Miller Brewing and SC Johnson for advertising agencies Leo Burnett, FCB and DDB. Fred has an undergraduate degree from the University of Wisconsin and an MBA from the Thunderbird Graduate School of International Management.
