puregravy.com
positionings that beat plan
About
Judy Hopelain, Principal
Judy brings over 20 years of hands-on experience to bear in positioning companies for market-place success.
Judy's thought leadership and insight have driven top- and bottom-line impact for clients like Visa, Wells Fargo, HP, Chevron, Payless ShoeSource, Mattel, and American Girl. Her positioning workshops for Microsoft, Dentsu, McKesson, the California Academy, and Santa Clara University's Retail Institute, among others, receive rave reviews.
Judy has held leadership positions in multi-channel retail. She was SVP of e-Commerce and Catalog at home décor retailer, Illuminations, where she was responsible for direct marketing, customer analytics, and the Internet and catalog P&Ls. She was Director of Corporate Strategy at Patagonia, focusing on defining their path to profitable growth.
In consulting, Judy worked extensively with clients in marketing-intensive industries while at Prophet, Andersen Consulting, and Swander, Pace & Company. At the Boston Consulting Group, she worked with Global 500 companies in diverse industries to drive profitable growth. Since Spring 2007, Judy and Pure Gravy have been collaborating with Carol Phillips at Brand Amplitude to develop customer insight-based, practical, actionable brand positioning recommendations to a range of clients. Check out Brand Amplitude's offering at http://www.brandamplitude.com/our_services.htm
Judy has been involved with several internet startups focused on getting consumers to take action. Successes include Netconversions, whose solution was key in driving e-tailer conversion and which was acquired by aQuantive, and Quick Dog, whose AI-based product matching logic to help consumers select merchandise confidently was acquired by Lands' End. Her latest success-in-the-making is Two Smart Dogs (www.twosmartdogs.com), whose aim is to help people of all ages to learn something new by connecting them with the great class providers in their neighborhoods.
Judy received a Master of Public Policy from the University of Michigan and a B.A. from the University of California at Davis.
Judy brings over 20 years of hands-on experience to bear in positioning companies for market-place success.
Judy's thought leadership and insight have driven top- and bottom-line impact for clients like Visa, Wells Fargo, HP, Chevron, Payless ShoeSource, Mattel, and American Girl. Her positioning workshops for Microsoft, Dentsu, McKesson, the California Academy, and Santa Clara University's Retail Institute, among others, receive rave reviews.
Judy has held leadership positions in multi-channel retail. She was SVP of e-Commerce and Catalog at home décor retailer, Illuminations, where she was responsible for direct marketing, customer analytics, and the Internet and catalog P&Ls. She was Director of Corporate Strategy at Patagonia, focusing on defining their path to profitable growth.
In consulting, Judy worked extensively with clients in marketing-intensive industries while at Prophet, Andersen Consulting, and Swander, Pace & Company. At the Boston Consulting Group, she worked with Global 500 companies in diverse industries to drive profitable growth. Since Spring 2007, Judy and Pure Gravy have been collaborating with Carol Phillips at Brand Amplitude to develop customer insight-based, practical, actionable brand positioning recommendations to a range of clients. Check out Brand Amplitude's offering at http://www.brandamplitude.com/our_services.htm
Judy has been involved with several internet startups focused on getting consumers to take action. Successes include Netconversions, whose solution was key in driving e-tailer conversion and which was acquired by aQuantive, and Quick Dog, whose AI-based product matching logic to help consumers select merchandise confidently was acquired by Lands' End. Her latest success-in-the-making is Two Smart Dogs (www.twosmartdogs.com), whose aim is to help people of all ages to learn something new by connecting them with the great class providers in their neighborhoods.
Judy received a Master of Public Policy from the University of Michigan and a B.A. from the University of California at Davis.
AMA On-Demand Webcasts:
Brand Extension - Determining Where & When to Extend Your Brand
November 17, 2005
In this session, Judy Hopelain, a Partner in Prophet's San Francisco office, discusses the topic of brand extension, and when and where to extend your brand into new markets.
What are the challenges of managing your brand as you expand its reach to new customers with potentially new product offerings? Are there pitfalls that might damage your valuable brand? Can brands move up or down markets? Are there any special communications challenges as brands enter new markets? Is additional funding necessary to build the brand in the new markets?
This was one of Prophet's and the AMA's most popular webcasts. To see the webcast or download Judy's presentation, click here.
Brand Extension - Determining Where & When to Extend Your Brand
November 17, 2005
In this session, Judy Hopelain, a Partner in Prophet's San Francisco office, discusses the topic of brand extension, and when and where to extend your brand into new markets.
What are the challenges of managing your brand as you expand its reach to new customers with potentially new product offerings? Are there pitfalls that might damage your valuable brand? Can brands move up or down markets? Are there any special communications challenges as brands enter new markets? Is additional funding necessary to build the brand in the new markets?
This was one of Prophet's and the AMA's most popular webcasts. To see the webcast or download Judy's presentation, click here.
