Andrea Syverson is a customer-centric listener, connector and creator. As a right and left-brained creative marketing strategist with over 20 years experience, she holds customers in highest regard in all decision-making processes. By actively and intuitively listening to customers, she's created and developed best-selling products across a variety of categories, from gifts and stationery to books to gourmet food to apparel to spirituality, and many in between.
Her clients include large and small companies: Hallmark, Hershey Foods, Ben & Jerry’s, Celestial Seasonings, Wolferman’s and Boston Proper, just to name a few. While she holds an MBA, Andrea acknowledges that her true expertise comes from continuous hands-on customer experiences. Her new book, "BrandAbout: A Seriously Playful Playbook for Passionate Brand-Builders and Merchants," will be out in spring 2010. She's president of IER Partners, a national consulting firm specializing in strategic planning, brand marketing, merchandising, new product development and creative thinking.
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Was one of your new year's resolutions to be more organized? To finally clear out the clutter in your office, closets, garage ... life? To have your home look like one of those Pottery Barn catalog spreads? You're not alone! Many people are yearning for fairy godmothers to wave their magic wands and whisk all their extra and outdated stuff away, then sprinkle fairy dust on the remainder and have it all alphabetized and color coded for them. Wish no more.
Angela Cody-Rouget, founder and CEO of Major Mom, started a brand that responds to this universal yearning. Her Major Mom army of organizers (Cody-Rouget attained the rank of major in the U.S. Air Force, where she served for 18 years) are "on a mission to bring order to the world one household at a time." Cody-Rouget's stated business goal is to "restore order and serenity to her client's homes and offices so that they'll experience the joy of living and working in an organized and beautifully arranged environment."
Cody-Rouget and her team of professional organizers also promise to do all of this in a fun way. Her organizing packages range from a starter $188 offering called Independence all the way to a $2,888 offering called Liberty (and in between you can order Jump Start, Revitalize or Victory). Ahhh, doesn’t that sound wonderful?
Major Mom has found a way to create bite-size, practical and tangible services that people yearn for. Whether it's organizing basements, storage spaces, bedrooms or home offices, helping with paper management or memorabilia, Major Mom promises that its solutions are customized, achievable and sustainable.
Does your brand help cross something off consumers’ wish lists? If you listen carefully enough, consumers drop hints about their yearnings in big and little ways. Brands that actively listen to their customers pay close attention to these mini-dreams. Then they figure out what to do to make them come true.
Mass retailer Target once ran a two-page spread in The Denver Post stating the following: "Tell us what more we can do for you." Target didn't use the word yearn, but it certainly showed its yearning to create an even better brand experience its customers. Are your brand leaders yearning to do the same in this new year?
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