About
I am a brand strategy leader focused on creative effectiveness and purposeful brand…
Contributions
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Here's how you can enhance your brand strategy career by building a diverse network of professionals.
Learn the craft and theory of brand strategy. Study those who came before and the full body of high-quality existing empirical evidence. Likely, this will naturally lead you to places and communities where like-minded people who study our craft are. Then you are more likely to surround yourself with rigorous people who understand what makes for solid brand strategy, rather than charlatans who are making things up.
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How can you use language and tone to motivate your survey respondents?
If you write questionnaires, take lots of surveys yourself. When you sit on the other side of a survey, wanting that incentive and trying to respond honestly, it’s an eye-opener on how confusing, boring, or repetitive these questionnaires can be. On the flip side, when you take a survey that is awesome, it’s time to observe, analyze and capture notes on why. Be inspired by surveys that make you feel seen, spark curiosity, or get you to really think. Then steal technique with pride. It all makes for better research!
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How can you effectively involve customers in the brand design process?
Before talking to your customers, find ways to observe their natural behaviors in the wild. What is that saying again? “To learn how the lion hunts, go to the jungle, not the zoo.” Design is all about solving problems using creativity in human-centric ways. So by watching people while they don’t expect it, you are able to observe the irrational ways your brand exists in their lives. How do people use your product in unexpected ways? What do they search for online in relation to your brand? What does their behavior show they’d love to experience and currently don’t from your brand? Once armed with real people insights, then you are ready to validate with broader market research, set objectives, and roadmap plans.
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How can you balance risk-taking and brand consistency?
Values are the most important aspect of any brand. Values signal memorable, intangible shorthand that personify a brand and make it sticky. As long as a brands values remain consistent (and meaningful) a brand can take plenty of calculated risks. Being purposeful as a brand is as simple as believing in something and always showing up with those beliefs. Very often taking creative risks can mean showing up in new ways like entering new spaces, partnering with seemingly likeminded folks, distributing differently, or extending with a new offering. None of these should find radically conflicting belief systems. New endeavors should always align to measurable core values. It’s what builds equity. Perhaps risk-taking can even be a core value.
Activity
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LOVE this poster for Vaseline! Simple strategy leads to an easy comms strategy. ‘Remind people of the soothing power of Vaseline for skin.’ Comms…
LOVE this poster for Vaseline! Simple strategy leads to an easy comms strategy. ‘Remind people of the soothing power of Vaseline for skin.’ Comms…
Liked by Jennifer Bonhomme
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As part of the introduction to our discussion, Ash Rathod shared that according to the Edelman Trust Barometer, people have more trust in businesses…
As part of the introduction to our discussion, Ash Rathod shared that according to the Edelman Trust Barometer, people have more trust in businesses…
Liked by Jennifer Bonhomme
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Chicago! Looking for a seasoned brand strategy leader to come work with me on a complex and endlessly interesting acct! This one is for those who get…
Chicago! Looking for a seasoned brand strategy leader to come work with me on a complex and endlessly interesting acct! This one is for those who get…
Shared by Jennifer Bonhomme
Experience
Education
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The University of Birmingham
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Distinction graduate. Ranked 1st on thesis and 2nd overall for marketing program. Published dissertation in the Journal of Advertising Research
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Licenses & Certifications
Volunteer Experience
Publications
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"How Do Heuristics Influence Creative Decisions at Advertising Agencies?"
Journal of Advertising Research
This study focuses on individual choices made in absence of copy-testing; it examines the decision-making heuristics employed by a global advertising agency.
Other authorsSee publication -
How User-Generated Content Affects Brands
Journal of Advertising Research Vol. 51, no.1 (2012)
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The Impact of User-Generated Content on Customer-Based Brand Equity
6th Thought Leaders International Conference in Brand Management, Lugano, Switzerland,
More activity by Jennifer
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The ad industry is not known for its kind and gentle hours but it's gotten so much better over the last 20+ years. Feeling fortunate to speak on…
The ad industry is not known for its kind and gentle hours but it's gotten so much better over the last 20+ years. Feeling fortunate to speak on…
Liked by Jennifer Bonhomme
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I love reading about tech history and thinking about how the brands that shape the titans of this industry evolve. So of course, this case ruling…
I love reading about tech history and thinking about how the brands that shape the titans of this industry evolve. So of course, this case ruling…
Shared by Jennifer Bonhomme
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Not usually in the habit of putting myself in the spotlight... after all, a good comms leader is usually in the background ;) But wanted to share…
Not usually in the habit of putting myself in the spotlight... after all, a good comms leader is usually in the background ;) But wanted to share…
Liked by Jennifer Bonhomme
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