Search Results
# **BrandOptions®**
Marketing Analytics
Marketing Mix Optimization
ROI by Tactic
Digital Attribution
Strategy
Business Strategy
Go To Market
Turnarounds
Business Cases
Opportunity Analysis
Brand
Brand Strategy
Brand Valuation
 Witness
Co-Branding / Licensing
!
Case Studies
Industry                                  Service                                                     Result
Apparel                                   Go To Market                                       Research showed $1 Billion brand had permission to expand Men's and enter Women's
Auto                                          ROI By Tactic                                        Advanced targeting with e-mail revealed high ROI and it was easy to implement
Food & Beverage               ROI by Tactic                                        Identified savings exceeding $110 million in promotion without adverse on volume
Food & Beverage               Go To Market                                       Drove category leadership across 75 retail accounts using leading technology
Health & Pers Care          Business Strategy                              Introduced appliance strategy to support innovation opportunities with consumer devices
Healthcare & Pharma     Litigation support                             Supported brand damage expertise in case that won one of the largest U.S. settlements
Not for Profit                       Brand Valuation                                 Created breakthrough insight that increased co-branding 50% or $13 Million in year one
Oil & Gas                                 Brand Strategy, Turnaround       Resolved major brand question debated for 5 years in 2 months. Significant profit impact
Retail                                         ROI by Tactic                                       Analyzed CRM for 50+ Million registered households. Found $200 Million in revenue
Retail                                         ROI by Tactic                                       Found significant KPI gap on large base of sales contrasting national verus local results
Sports                                        Marketing Mix Optimization    Advanced ticket model that optimizes revenue through improved media and promotion
Telecommunications        Marketing Mix Optimization    Optimized  $800+ Million in spend with quarterly impact as well as baseline insight
Telecommunications        Go To Market                                      Delivered go to market strategy for unique product category. Revealed gap in distribution
Telecommunications        Brand Valuation                                Resolved major marketing allocation problem at Fortune 50 company
Universities                           Business Strategy                            Segmentation of 600,000 donors revealed link between school participation and giving
Levi Strauss, O’Neill
BMW
Anheuser-Busch, Coors
Dow, DuPont
A.T. Kearney, Accenture, BrightHouse
Maluma
American Express, MasterCard, Oriental FG
Kraft Foods, Kellogg Company, Heinz, TreeTop, Hormel
BCBS, IU Health, Schering Plough, Janssen, Michelson
Procter & Gamble Company
Caterpillar, Bombardier
BBDO, Viacom, Saraiva – Brazil, Sanoma Uitgevers
Habitat for
Humanity, Easter Seals
Chevron
World Economic Forum, National Assoc of Realtors, Brockway
International Paper
Sears, Walmart
Cleveland Indians, Toronto Blue Jays
AT&T, Verizon, Deutsche Telekom, Sprint
Berkeley, Columbia, Cornell, Emory, Indiana, Minnesota, NYU
Duke Energy, People’s Energy
Insights
Type                            Insight                                                                                                                       Source
Article                            "Pandemic Slowing Things Down, Try Econmic Business Cases"           LinkedIn (Jan 4, 2022)
Article                            "When Brands Decline, Shareholder Return Declines"                               LinkedIn (Jan 8, 2019)
Chapter                         “Opportunities and Risks in Co-Branding and Licensing”                           Book: The Future of Branding (Jan 1, 2016)
Article                            “Marketing Analytics For Small and Medium Size Brands”                        DMA Analytics Journal (Jun 1, 2015)
Article                            “The World's Most Valuable Brands”                                                                      Forbes (Aug 30, 2010)
Article                            “Brand Worth and Development”                                                                             New York Law Journal (Apr 10, 2009)
Article                            “Suite Talk - Brand Valuation"                                                                                      Journal of Marketing Management (Nov 1, 2006)
Article                            “Beyond The Balance Sheet: Name Recognition”                                            Forbes (Jun 20, 2005)
Article                            “What's in a charity's name?”                                                                                       The Chronicle For Philanthropy (Aug 5, 2004)
Article                            “Mining Gold in Not-for-Profit Brands”                                                                 Harvard Business Review (Apr 1, 2004)
Article                            “Calculating and Leveraging Brand Value”                                                           New York Law Journal (May 27, 2003)
Article                            “Habitat for Humanity International”                                                                     Harvard Business School Case Study (May 19, 2003)
Chapter                         “Leveraging Brand to Generate Value”                                                                   Book: From Ideas to Assets (Nov 1, 2002)
Article                            “The Best Global Brands”                                                                                               BusinessWeek (Aug 6, 2001)
Papers                            “Brand Strategies in the Information Age”                                                           A. T. Kearney/World Economic Forum (Feb 1, 1999)
Article                            “At the End of the Day, It's Free Cash Flow”                                                        A. T. Kearney Consumer Insight (Sep 1, 1998)
Article                            “Contact Management New Edge to Marketing Dollars”                           A. T. Kearney Consumer Insight (Sep 1, 1997)
Team
**Jeff Parkhurst – Principal and Founder**
Jeff has an established expertise and experience in the creation, management and valuation of brands. He is an accomplished marketing analyst with extensive experience uncovering fact based insights to create business strategies, drive brand growth, and deliver breakthrough communications. He has worked with more than 40 companies/institutions across 20 industries and 10 countries including BMW, MasterCard, Kellogg Company, Kraft, P&G, Habitat for Humanity, Chevron, Verizon, Sprint, Duke Energy, major universities, and others. He has led the brand valuation practice in the U.S. for Interbrand and led analytic teams for multiple media agencies including Mindshare. Prior to that he worked with The Procter & Gamble Company, Kraft Foods, and AT Kearney. He has been broadly published with cover stories in Forbes and BusinessWeek, articles in national periodicals/journals, various book chapters and a Harvard Business Case Study. He has an MBA with Honors from the University of Chicago in Finance, an MBA from Xavier University in Marketing, and a Bachelor of Computer Science from the University of Minnesota.
Extended Network
An extended network for analytics and branding includes experts in New York, Minneapolis, and Madrid.
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BrandOptions works at the intersection of brand, strategy, and marketing analytics
We uncover fact based insights to create business strategies, drive brand growth, and deliver breakthrough communications
Client profits exceed $500 Million
                            Clients
Apparel
Auto
Beer
Chemicals
Consulting Services
Entertainment
Financial Services
Food & Beverage
Healthcare & Pharma
Health & Personal Care
Heavy Machinery
Media & Entertainment
Not for Profit
Oil & Gas
Other
Paper
Retail
Sports
Telecommunications
Universities
Utilities
  Future Value Today                                                                                                                                                                                                                                                                    BrandOptions LLC 2025
**Brand Strategy**
When positioned correctly, a brand drives significant value to its owners and can drive anywhere from 30-70% of a company’s market capitalization.
We use discipline in the form of hypotheses, exhaustive analysis of potential value add insight and further research to capture an actionable brand strategy and positioning to grow the brand.
**Case Study: Global Apparel Company**
**Situation:**$500MM brand was successful but limited to a few men’s categories
**Approach:** Leverage classic research to form permission space for brand
**Results:** The brand expanded in multiple men’s and women’s categories
Mainstream and aspirational men and women were surveyed for interest across several apparel categories where the brand was not present. This classic fact base set up a newer brand strategy on where to grow the brand
**Brand Valuation**
Brand Valuation measures how the brand drives company financial value today and in the future. Performance varies by segment. This insight translates to more than twenty specific profit related opportunities. Our principles were involved in the original global brand ranking that was a cover story with Business Week and made this interesting topic a household name in marketing. We also did rankings for Forbes. We are broadly published on brand valuation.
**Case Study: Global Nonprofit Organization**
**Situation:** Need to attract more revenue from corporations and individuals
**Approach:** Brand valuation to demonstrate Nonprofit  value in marketplace
**Results:** Corporate partnerships grew 50% or $13 Million in year one. Led to HBR article
After learning the value, managers were also able to double minimum cash and gifts-in-kind thresholds
**Business Strategy**
 With over 15 years classic management consulting we appreciate tools like hypothesis testing, deductive and inductive reasoning, and the ability to identify the key questions.
Example topics include turnarounds, go to market, and business cases.
**Case Study: Fortune 20 Oil & Gas Company**
**Situation:** Downstream division was losing money
**Approach:**Led marketing turnaround
**Results:** Increased operating profit by more than $35 million
A central question involved duplicate brands that had been debated for years. By “counting up all the nickels” we found more than $15 million in lower profits with no meaningful increase in revenue.
**Case Study: Global CPG Leader**
**Situation:**CPG leader sought innovation with appliances
**Approach:** Appliance strategy
**Results:** Learned 25% of their top brands were touched by or include appliance elements,
growth looked interesting given many new entrants ranging from small devices to large appliances.
Appliances have retained staying power since this study took place.
**Case Study: Global Food Company**
**Situation:**Client did not know ROI for their FSI coupon promotions
**Approach:** Find and use coupon profitability model
**Results:** Identified savings exceeding $110 million in promotion without any adverse impact on profitable volume
FSI coupons grew sales, but they were unprofitible. Marketing mix was adjusted.
**Marketing Analytics**
**Two In The Box:** Recent studies (HBR May 2018) reveal the need for both statistical and consulting talent to fulfill marketing analytics true promise. BrandOptions has this.
**Marketing Mix Optimization:** We combine classic OLS regression with advances in Machine Learning and Artifical Intelligence. This affords us the ability to fine-tune with more analyses and it is faster given the automation.
**Digital Attribution:** We offer Multi Touch Attribution using proprietary scripting development. We are able, through open source and big data tools, to keep the costs and our prices among the best in the market.
**Case Study: Leading U.S. Wireless Brand**
**Situation:** Improved ROI sought on over $800 million in marketing spend
**Approach:** Marketing mix optimization
**Results:** Measured savings near $200 million plus CEO and CFO engagement
Beyond savings and ability to optimize an evolving media mix, the model effort also measured the non-media baseline which showed contributions of service, pricing, mobile devices, plans, long term brand equity, and early social media.
**Expert Witness**
Brands are not immune to bad consequences, whether it be trademark infringement, deceptive advertising by a competitor, distributor misconduct, lost royalties, lost sales, adverse brand impact, and other events.  And studies show reduced quality perception or brand value also hurts stock price.
We offer damages assessment (brand, opportunity analysis, corrective advertising), expert witness testimony, and consulting services. Firms supported include:
Baker Botts                             McConnell Valdez
                  Dorsey & Whitney              Olshann
                  Fox Rothschild                       Steptoe
                  Frederikson & Byron         Troutman Pepper
                  Kirkland Ellis
Vedder Price
Damages awarded in the millions.
Please feel free to contact BrandOptions regarding any needs you might have or to request further information about the firm.
  **B****randOptions LLC**
**Westport, CT and Minneapolis, MN**
**(203) 820-1191**
**jparkhurst@brandoptions.com**
