see the signal through the noise.
Hi, there! I’m Claire, and welcome to my blog Signal & Substance. As both a marketing academic and a fractional Market Strategist executive, I bring both insights and tactical solutions rooted in the core principles of marketing pedagogy. So often, companies waste so much time and money, beautifully solving the wrong problem. My passion is helping uncover the critical questions holding your marketing back, the questions you would answer, if you only had more time:
Launch, expand, rebrand or reposition with confidence knowing you are pulling the right lever to get results.
Mitigate purchase funnel leakage and bottlenecks with proven tactics.
Understand the core needs your customer, (or even more, who is your customer?)
“Ninety-five percent of product teams fail because they lack an agreed-upon definition of a “customer-need.””
category expertise
Traditional - CPG, Food & Beverage, RTD Beverage, Natural Foods
Health - Pharma, Nutraceuticals
Retail - Brick and mortar cannabis retailers, emerging market e-tailers
SELECT SERVICES
Marketing Strategy
Marketing Mix
Product Strategy
Portfolio Optimization
Positioning Strategy
Brand Value - Acquisition Evaluations
Customer vs. Consumer Analysis
Promotional Strategy
Marketing Plans
Common questions I help to answer:
“What kind of product or flavor should I launch next?”
“What do my consumers and customers truly want and need most?”
“Where in the customer journey can I reduce friction to drive conversion?”
“Where should I spend my marketing budget to most deliver my desired impact?”
“We want to get acquired, how do we quantify our brand value?”