About
I am a brand strategy leader focused on creative effectiveness and purposeful brand…
Contributions
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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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Welcome, Ryan McManus! This is an exciting chapter for VML UK, and we're thrilled to have you join us here in London.
Welcome, Ryan McManus! This is an exciting chapter for VML UK, and we're thrilled to have you join us here in London.
Liked by Jennifer Bonhomme
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FACT: MEN EARN MORE THAN WOMEN...SO MEN WILL PAY MORE! Blackweek is introducing the pay equity pricing, which will ensure that ALL women pay the…
FACT: MEN EARN MORE THAN WOMEN...SO MEN WILL PAY MORE! Blackweek is introducing the pay equity pricing, which will ensure that ALL women pay the…
Liked by Jennifer Bonhomme
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It’s so damn hard to win one of those pencils. 2 Golds and 2 Bronzes. Big night at the One Show. Let’s go VML!
It’s so damn hard to win one of those pencils. 2 Golds and 2 Bronzes. Big night at the One Show. Let’s go VML!
Liked by Jennifer Bonhomme
Experience
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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.
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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,
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Choosing Advertising Creative Within Advertising Agencies
Academy of Marketing Science. Bari, Italy. 2015
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More activity by Jennifer
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I'm very excited to share with you that I'm now Head of Strategy & Planning at Cronin! I'm honored to be working with such a talented and capable…
I'm very excited to share with you that I'm now Head of Strategy & Planning at Cronin! I'm honored to be working with such a talented and capable…
Liked by Jennifer Bonhomme
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This isn't a new A24 film. It's one of the boldest Lynx ads ever made. "Jesus...". "No, my name is Ryan." I choked on my coffee. System1 have…
This isn't a new A24 film. It's one of the boldest Lynx ads ever made. "Jesus...". "No, my name is Ryan." I choked on my coffee. System1 have…
Liked by Jennifer Bonhomme
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"The era of brand building is dead". Scott Galloway, at his most uncensored, has upset a few marketers. "What do the companies that added over $100…
"The era of brand building is dead". Scott Galloway, at his most uncensored, has upset a few marketers. "What do the companies that added over $100…
Liked by Jennifer Bonhomme
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The marketing books I wish I read when I first started. Marketing and advertising experts often share a lifetime of experience in a short book for…
The marketing books I wish I read when I first started. Marketing and advertising experts often share a lifetime of experience in a short book for…
Liked by Jennifer Bonhomme
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What better way to mark the launch of my new book about advertising than to produce a graphic to accompany Les Binet’s famous summary of how…
What better way to mark the launch of my new book about advertising than to produce a graphic to accompany Les Binet’s famous summary of how…
Liked by Jennifer Bonhomme
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We spoke with Impossible Foods CMO Leslie Sims as well as Futerra co-founder Solitaire Townsend and environmental scientist Matthew Hayek, who…
We spoke with Impossible Foods CMO Leslie Sims as well as Futerra co-founder Solitaire Townsend and environmental scientist Matthew Hayek, who…
Liked by Jennifer Bonhomme
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#gigalert A great opportunity for a really interesting brand on the West Coast. Hit me up if you're interested and I'll connect you with the hiring…
#gigalert A great opportunity for a really interesting brand on the West Coast. Hit me up if you're interested and I'll connect you with the hiring…
Liked by Jennifer Bonhomme
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