Andrea Syverson is a partner at CohereOne and focuses on guiding and strengthening brands of all sizes with savvy best practices for creating customers for life. Combining her passion of adventurous listening and working across diverse industries, her “outsider-insider” creative branding and merchandising expertise and objectivity has been valued by companies as diverse as Ben & Jerry’s, Celestial Seasonings, CHEFS, Boston Proper, SmartPak, Spanx and World Vision. She holds an MBA and has dedicated more than 20 years to providing clients both domestic and international with innovative approaches to branding, product development and creative messaging. She is the author of two books in which she shares her hands-on approach for both brand building and creating customer-centric products that enhance brands: ThinkAbout: 77 Creative Prompts for Innovators, and BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants.
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My Blog Posts
Summer To-Do List: Deep Work with a Beach Ball
In my closing session at last month’s CohereOne Integrated Marketing Summit, I shared several concepts from authors’ work whose messages have significantly influenced my strategic branding work. In case you missed the Summit (a wonderful gathering of curious, smart and growth-oriented marketers, merchants and creatives!), may I suggest you add this excellent and thought-provoking book Read More Summer To-Do List: Deep Work with a Beach Ball
Attention Retailers: Be Mindful of Your Moments
In less than six weeks, this retail holiday season will be over. The season you and your brand leaders have strategized, forecasted, sweated over and meticulously orchestrated. No doubt, right now all hands are on deck as calls, orders and customers walk through your doors or enter your web portals. I wish you well. I Read More Attention Retailers: Be Mindful of Your Moments
Date Night or Date Life? The Most Beloved Brands Are in It for The Long Haul!
Talk to marriage experts and they’ll tell you one of the secrets of a long-lasting relationship is having a weekly date night with your mate – time to focus on each other like you did in the glory days of new love. I understand the thought behind this practice and it’s well-intentioned. I happen to think that Read More Date Night or Date Life? The Most Beloved Brands Are in It for The Long Haul!
KNOW PAIN. KNOW GAIN. 10 Ways Brand Leaders Win by Leveraging Customer Pain Points – Part 2
Last week, we discussed the evergreen topic of customer pain points (click here to read part one). Today we continue that discussion with the second part of my 10-point plan to leverage these pain points in creating meaningful, relevant and engaging brand experiences. 6. Think Like a Publisher. Harry Potter may have started out as Read More KNOW PAIN. KNOW GAIN. 10 Ways Brand Leaders Win by Leveraging Customer Pain Points – Part 2