Brand marketing that works.

Embedded is a marketing consultancy that partners with brave founders, CEOs, and marketing executives to grow via differentiated marketing.

Select clients and past work.

Great brands are embedded.

Brand creates a moat capable of differentiating your company from competition, lifting willingness to pay, improving retention, and providing a roadmap for campaigns, distribution, product extensions and innovation. But brand is not as simple as launching new creative. Great brands start at the core, aligning your team around a sharp point of view and a plan to activate it across disciplines.

Embedded combines business strategy from McKinsey with standout creative processes from Ogilvy and P&G to answer challenges like:

  • How do we create a go-to market strategy that can bring in customers efficiently?

  • Who should we target, and how can we develop attractive messaging to this audience? Where should we distribute?

  • How do we differentiate our marketing? How do we be more like [insert cool brand here]?

  • How do we acquire customers outside of performance marketing?

  • How do we measure brand marketing?

If you've read this far and are curious about unlocking brand as a growth lever, you should book an intro call.

Services

  • Develop or refine brand positioning, story, and platform to inspire distinctive marketing. Includes workshop and co-development of positioning and aligning actions.

  • Create an operational plan to enter the US, including market selection, messaging, budget, calendar, creative campaigns, ecommerce setup, and agency hiring.

  • Uncover insights around your customers and category to inform product design, brand campaigns, and/or PR opportunities.

  • Connect brand into a growth plan for your business, including but not limited to campaigns, distribution, partnerships, and budget allocation.

  • Develop integrated creative campaigns and content designed to deliver on brand and/or performance KPIs.

Not ready for a specific project? Many clients opt for ad-hoc coaching - hourly consultations on any aspect of your marketing and brand strategy, typically reviewing campaign strategy, budget allocation, board presentations, team structure and messaging.

Note: I am fully booked until October 2024. Send an email to get on the waitlist.

  • I would highly recommend working with Michelle - she has a wealth of experience in brand strategy and really knows how to articulate the essence of a brand. We did a brand workshop with her, which was fantastic. I feel like I have the positioning much clearer in my head, and can now go to market in a way that is differentiated from other brands and true to us.

    Natalie Schober, Founder and CEO, Flor da Lua

  • Michelle's wonderful work helped us clarify who we are, and develop our brand messaging which is now live across our app, stores, and marketing.

    Issam Freiha, CEO, and Founder, Blank Street Coffee

  • Michelle helped me tackle some of Medium's key branding challenges and define Medium's brand, offering, and differentiators, while connecting them to product updates and strategy.

    Tony Stubblebine, CEO, Medium.com

  • Michelle got the ideas out of the heads of the cofounders and synced it with customers and employees. She combined it with deep knowledge of the broader market and trends herein. At the end we got a great company-wide understanding of who we are, how we want the world to perceive us, and how we communicate.

    Jess Fleischer, CEO and Founder, Son of a Tailor

  • Michelle held a branding workshop prior to us kicking-off a re-branding project. Thanks to her deep industry knowledge, various career experience and outstanding coaching skills, our leadership team was left with extremely useful insights and knowledge into the re-branding process that we were able to apply from the get-go.

    Gergana Damyanova, CEO and Founder, Baser

  • Michelle is one of my favorite people to work with. She has an innate ability to develop actionable solutions for complex marketing/branding problems. Michelle consulted on social media, branding and website – all of which are stronger because of her help!

    Ben Steinberg, CTO, Soho

The Latest

Insights on brands, strategy, and building self-reinforcing businesses

  • How Hoka scaled to $1Bn in sales

    In 2012, Deckers Brands acquired Hoka for ~$1M. In 2022, Hoka crossed $1 Billion in sales. How did they do it?

    Read the article

  • Van Leeuwen and the art of not advertising

    How the ice cream brand scaled without ads.

    Read now

  • Diary of a Brand: Blank Street Coffee

    Blank Street isn’t a coffee shop. It’s a thesis on the future of urban pickup and brand discovery.

    Read the article

  • What does it take to build a profitable consumer brand?

    5 takeaways from analyzing profitable (and not so profitable) brands

    Read the article
  • What White Lotus, Glass Onion, and Triangle of Sadness imply about culture

    How can luxury brands be aspirational in 2023?

    What White Lotus, Glass Onion, and Triangle of Sadness imply about culture

    Read the article

  • A new marketing plan for Oatly

    They’ve created an incredible brand. But growth has stalled, competitors have entered, and their stock is 1/10th its IPO price. Where can the brand go next?

    Read now

  • The 3 fashion product strategies

    How to align product and brand strategy to create a profitable fashion business

    See the framework

Contact Embedded.