About Brandtrust Branding company in Chicago, United States
Business challenges are human challenges and humans are complicated.
Brandtrust is a research and strategy firm that utilizes applied social and behavioral sciences to solve complex business challenges. Our methodologies are designed to unlock the nonconscious needs and desires of customers providing insight-driven strategic direction for brand development innovation customer experience and behavior design.
We promise to change the way you think.
Nearly 20 years ago we set out to change a harsh reality: No one could explain why one particular brand succeeded when another flopped. It didnt take long for Brandtrust to realize our most successful brand work was in fact rooted in deep insights—human insights. We discovered that a single human truth could profoundly change our beliefs and our cultures and that human behavior and persuasion are driven primarily by emotion.
Brands we determined are about feelings not facts. We had to change the way we think.
We are marketers but through the years we became committed social scientists who leverage powerful methodologies to reveal the nonconscious mindset of the customer. Time and again client after client we proved that human truths not only solve complex business challenges but fundamentally change lives. By offering clarity on the decision drivers and experiences that matter most we help you change the way you think about your customers and your business.
We help you change your world.
We will no longer accept the injustice and inequality our Black and Brown brothers and sisters endure.
No more silence. No excuses. No slogans. No platitudes.
We will confront our own truths and confess we need to do more. Much more.
We will fervently engage our talent and resources and commit ourselves to being an active part of the collective solution to dismantle unjust systems.
We will listen. We will learn. And we will change.
As a Brandtrust researcher Andy Akester uses his experience in business professional counseling and—uniquely—improvisational theater to better understand the inner workings of the people he interviews. He considers it an honor to represent their voices and takes pride in assisting clients like Kelloggs and Wrigley to meet the needs and demands of their consumers.
’I love that I get to step into peoples stories’ Andy says. ’Theres analysis going on and some great critical thinking that this wonderful team applies to the work but at the end of the day I get to hear stories about what matters most to people.’ As a licensed professional counselor Andy has been trained in a wide variety of settings to seek the truth inside those stories and apply it to finding solutions. He has also spent over a decade working in clinical practice and case management although his specialty and true interest lies in assessment.
Andy originally moved to Chicago to study improv at The Second City and now lives in Texas with his wife and three beautiful children. Although he has traveled throughout the world Paris remains Andys favorite place of all and he even ran a full marathon there. Why Paris and not closer to home? Because he says ’if youre going to do it do it right.’
When she was a young child AJ was instructed to never again ask her father the question ’Why?’ for fear that he may lose his mind from her incessant questioning. Good thing shes a rebel: Shes been driven by her curiosity and problem-solving skills ever since. Holding a Marketing degree from the University of San Diego AJ gained early media and advertising experience through working at the Chicago Tribune and Forbes Magazine. At Brandtrust she uses her client-focused background combined with a penchant for detail and results-oriented mindset to bolster her reputation as a holistic research mind.
As an Associate Director of Client Services she finds great joy in ’uncovering those deeply held motivations — particularly those really tough nuts to crack — and then working to figure out what they mean as they relate to strategies and actions.’ At Brandtrust she is ’constantly amazed at the amount of compassion and care that team members express to each other and their work. There is a genuine feeling of lending a hand whenever one needs it.’
During her off time AJ enjoys practicing hot yoga walking along Lake Michigan and catching a live show whenever she can. Shes a Chicago girl through and through and loves a good Italian Beef but also prides herself as being an avid doughnut connoisseur.
Lindseys curiosity and positive energy are infectious within the walls of Brandtrust and great assets to the clients she works within her role as Senior Analyst. Her background allows her to excel in her demanding role: she has a bachelors degree in Decision Science and Business Administration from Carnegie Mellon which she puts to good use when working on a project.
Lindseys energy is focused on Brandtrusts Narrative Inquiry methodology and managing all things research—including research design implementation translation and presentation. In addition to being one of Brandtrusts trained researchers she also manages the research team she works alongside with to ensure successful outcomes and execution of the process. Lindsey says of working on the research side of the business ’I get the opportunity to fully immerse myself in peoples stories and really dig into whats driving them. And being able to work with a team of amazing people who challenge you to look at things in a different light is so rewarding.’ She carries this enthusiasm with her every day. ’Theres never a day when I come to work thinking Ill be bored. Im excited to wake up every morning and know that Im going to learn something new in an environment full of people who are eager to do the same.’
With seemingly endless energy Lindsey is also a runner completing one marathon four half marathons five Tough Mudders and numerous other races. When shes not traveling for work or for fun you can find her in hometown of Pittsburgh cheering on the Steelers with her pup Wallace.
Dr. Sandra Bauman brings her 20 years of experience in marketing research and consulting to her role as founder and principal of Bauman Research amp; Consulting LLC a woman-owned enterprise. During her career in research Sandra has designed and managed over 250 studies for corporate and nonprofit clients in the areas of corporate image and brand positioning; employee communications and commitment; strategic marketing; publicity and public affairs; and customer satisfaction and loyalty. She is an expert in quantitative methodologies including telephone Internet and mail surveys and her analysis skills include multivariate techniques such as segmentation and regression. She is also adept at qualitative research; she is a trained and experienced focus group moderator and facilitator for brainstorming ideation and strategic planning sessions with executives. Prior to starting her firm Sandra was Vice President at Wirthlin Worldwide where she founded and led Wirthlins e-Solutions division focusing on Internet technology and ebusiness research and consulting.
Having worked with many clients on branding positioning and customer loyalty issues Sandras client list includes Stryker Orthopaedics OrthoBiotech Samsung Bayer Pharmaceutical Pfizer Thomson Healthcare Honeywell Nielsen Roche and WebMD.
Sandra has testified before Congress about public opinion toward privacy issues. In addition she is the author of numerous book chapters and white papers and is a frequent conference speaker. Sandra began her career as a reporter and editor for several major metropolitan daily newspapers. She completed her B.A. in journalism at Drake University and her M.S.J. at Northwestern University. She holds a Ph.D. in communication research from Northwestern University.
Sandra is active in the New Jersey Association of Women Business Owners and is a member of the American Association for Public Opinion Research.
As Accounting Assistant Vicky keeps the wheels turning by supporting all things accounting related. She brings with her a unique background in accounting and marketing having previously held roles at American Airlines VF Corporation Weiss CPA and SSPR.
Of working at Brandtrust she says ’The entire team inspires me to be a better person and live a better life.’ She volunteers nearby at the Ronald McDonald House and enjoys the exercise she gets commuting to and from work.
Originally from Michigan Vicky always knew she would land in Chicago and hasnt looked back. Her greatest passions are traveling reading bike riding and cheering on the Chicago Cubs (she got engaged at Wrigley Field). Proud parents of two daughters who currently attend the University of Missouri she and her husband are also proud members of the quarter century club having been blissfully married for over 25 years.
With a background in journalism and psychology and an insatiable curiosity Kristen was a natural fit for Brandtrust. She began her career at a local Chicago P.R. firm where she gained experience in identifying clients challenges and solving their difficult brand issues. At that position she earned a Publicity Club of Chicago Golden Trumpet Award and now at Brandtrust Kristen has continued to build upon her impressive resume by managing research for and advising some of our largest clients both domestically and abroad. Her impressive tenure includes Eli Lilly Amgen 3M Masco and Brown-Forman to name a few.
’Working with diverse industries brands and audiences is really a reward because it constantly keeps me on my toes and challenges me’ she says. ’I love seeing brand teams experience those lightbulb moments when they gain a deep insight into their consumers and start to think about them in a new light. Its a fun challenge to help lead them there and facilitate that experience with them.’
Outside Brandtrust Kristen enjoys yoga and skiing – both on water and on snow. She also flies with the greatest of ease during flying trapeze classes she takes on the lake in Chicago each summer. Kristen lives in the Lakeview neighborhood of Chicago and with a natural passion for traveling is always planning her next trip.
Dan has been a long time partner of Brandtrust. He has a diverse background having studied Industrial Engineering Communication and Social Entrepreneurship. His undergraduate work and early career experience in engineering has prepared him to bring order to chaos with a proficiency for translating ideas into reality. In conjunction with our team Dan has led many clients through a process of uncovering the psychological and emotional insights about their consumers and other stakeholders and assisted them in translating those insights to actionable marketplace strategies.
Dan also has a deep personal passion for the power of a great business to create value in multiple dimensions. This is why his graduate work also focused on blended value business models and his masters thesis convinced his university to develop a program in the field. Dan is committed to delivering not only excellent strategic brand consultation but also the benefits of a partner with true passion for businesses that make their stakeholders lives better. Dan loves all things related to cuisine and travel and looks forward to every chance he has to gather for a meal with friends and strangers alike.
Meghan is a proven performer with a stellar track record of success in all of her endeavors a truly fearless and outgoing personality with a natural penchant for forging personal connections. In her role as a Senior Manager of Client Development Meghan leverages those skills and attributes as she sets out to understand client needs and then helps Brandtrust craft thoughtful solutions that will best allow those clients to achieve their objectives.
Of her work with us Meghan says ’I feel so privileged to interact with some of the most iconic brands in the world and help them recognize and then leverage the emotional undercurrents to everything they do and say. Its a great process to watch a brand begin to understand its own story and then learn how to tell it in a meaningful way.’
Gillian wants to tell you something. Actually many things. She is bursting at the seams to let you know all that Brandtrust does and can do. Its good she has an outlet to do this. As Marketing Director Gillian is responsible for sharing Brandtrusts knowledge and insights with the world. She takes it upon herself to build awareness of the unique services Brandtrust offers and the impact our work has made globally. She manages speaking engagements media relations the company website social media communications and educational opportunities in the marketplace. If this wasnt enough she also is one of the designated facilitators for Brandtrusts Workshops.
Simply put Gillian loves what she does. As she sees it she is ’very lucky to have the unique opportunity of getting the word of Brandtrust out into the marketplace. Brandtrust promises to change the way you think about your customers and your business and thats a promise we stand by confidently! Its a privilege to be in a role where I get to share all the amazing things the Brandtrust team has helped our clients achieve.’
Outside of work she doesnt slow down. She is a lover of the outdoors and carries her adventurous spirit with her as she attempts to explore every National Park with her husband and daughter. She sees her biggest reward in life as ’spending time with those I love and playing outside. I live by the words of John Muir ’The mountains are calling and I must go.’’ With such a positive spirit it is no wonder that Gillian dreams of being a contestant on The Amazing Race. Gillian plays both the trumpet and piano and loves to dance. Fair warning: she is always prepared at any moment to have a dance off. Challenge her she double dog dares you.
Jonathan has spent most of the last ten years striving to better understand the emotional motivations that cause consumers to behave the way they do. An expert in consumer psychology he has put his distinctive style of Emotional Inquiry to work for Brandtrust clients such as Eli Lilly Nestle Discover General Mills Procter amp; Gamble Intel and Ace Hardware.
’When a person purchases one brand over another’ Jonathan suggests ’the decision is made more based on an idea of the product than the actual reality of the product. Theyre buying the specific promise of what the brand is going to do for them as much as the practical benefit of the product itself.’
At Brandtrust Jonathan helps clients understand this distinction so they can make—and keep—meaningful brand promises to their customers.
In addition to his work with Brandtrust Jonathan has applied his interest in qualitative research methodologies toward helping political candidates get the upper hand in elections. Hes worked in this capacity with congressional candidates grassroots nonprofits and government organizations.
Jonathan lives in a picturesque and often snowy small town with his wife and three young children.
Keri brings a positive energy and academic expertise to her role as a Senior Consultant at Brandtrust. Whether she is helping clients discover inspiring insights through research or guiding her team through meaningful strategy Keri draws on her wealth of experience to deliver the best possible outcome for everyone involved.
As a graduate of UCLAs bachelor program in Pyschobiology and University College Londons master program in Neuroscience Keri has an academic grounding that allows her to see clearly the insights that matter most to clients and consumers. Her professional background as a researcher on psychological and physiological projects gives her a unique understanding of how to translate deeply human insights toward organizational goals.
Her enthusiasm and drive dont stop with her professional life. Like many of her fellow consultants Keri also has a serious case of wanderlust: she has lived in San Diego Los Angeles Barcelona London and Phoenix—to name a few. When she isnt working or traveling you can usually catch her reading a book or sipping a latte in a local coffee house.
With a unique background in both the corporate and nonprofit sectors Michael possesses a strong ambition to bring social impact across both types organizations. As an Associate Director Michael helps his clients unlock hidden potential by listening learning and remixing existing truths into fresh ideas.
Starting his career at global media agencies Michael cut his teeth in the industry by activating brand strategies through innovative marketing and first-to-market media plans learning to achieve business success with the highest degree of excellence. From there his passion around the intersection of business and social impact led to a pivot from the corporate world into the international humanitarian space. Applying his unique skillset at World Vision Michael designed transformational experiences that tackled the root causes of poverty and empowered communities to thrive. His work contributed to World Vision becoming a leading provider of clean water food aid and other sustainable development practices.
Outside of work Michael is constantly on the move which makes his home base in Los Angeles a perfect location to explore and play on its magnificent varied landscape with his wife Jill. All in the spirit of fundraising for clean water projects and child wellbeing he enjoys pushing his body to traverse unreasonable distances—from ultra-marathons through the hills of South Africa climbing to the top of Mount Kilimanjaro to Ironman Triathlons stateside Michael tends to up the ante after every finish line he crosses.
At Brandtrust we all strive for truth. And as truth seekers we are carefully attuned to the words people say and the way they act. So when we describe Jenny as the person at Brandtrust who ’keeps it real’ then you know we are serious. Always known for her design prowess and ability to take a concept from an idea to a fully realized beautiful visual product Jennys discerning eye and whip-smart wit are valued commodities.
As a designer at Brandtrust her role is to ’make sure that every deliverable that Brandtrust produces is both a beautiful piece of design and a superior vehicle for communicating ideas. While striving to delight our clients I also strive to delight my coworkers by being a great team player. I believe that if you have a healthy internal company environment that it will be reflected on the outside.’
Jenny has worked on countless projects at Brandtrust and along with her experience her varied interests make her stand out. She seems to always sprout new hobbies and currently she is heavily invested in reading knitting and playing the piano. She also won the state title in track two years in a row was a carriage driver and studied journalism fine art and massage therapy in college. Ask her about any topic and you are sure to learn something.
As a Senior Consultant Annalisa Funk radiates positive energy and an eagerness to assist clients in shining light on deep human truths that ultimately inform their strategy. With exceptional experience across a wide array of industries she brings an unrelenting appetite for leaning among her colleagues and clients and has an unwavering commitment to the idea that collaboration and co-creation are the foundational paths to success of any project.
Prior to Brandtrust Annalisa graduated from Olivet Nazarene University with a degree in Business Administration. Following graduation she spent over a decade with Southwest Airlines where she served as an internal consultant on culture transformation and activation projects to deliver on a brand promise which helped made Southwest Airlines the leading employer brand in the country. In 2019 Annalisa won the Presidents Award at Southwest Airlines the highest honor in the industry.
Annalisas passion for people and solving challenges continues outside of Brandtrust through volunteering and advocating for nonprofit organizations that work to build equity for women across the globe. In her free time she loves to spend time with her husband Rusty and running to raise money for Team World Vision a charity that works to bring clean water and richness of life to impoverished communities.
Ali Greco brings a wealth of knowledge and experience to her role as a Consultant at Brandtrust. With a masters degree in Integrated Marketing Communications from Northwestern University and a Bachelor of Journalism from the University of Missouri she brings unmatched dedication and genuine care for her clients and team.
Prior to Brandtrust Ali held strategy roles at firms Mabbly and Brado Creative Insight where she mastered her skillset and discovered her passion in helping clients bring their consumers stories to life and crafting meaningful strategies to drive their brands forward. Ali says of her role ’In this role my biggest reward is helping my clients see the light at the end of a research tunnel. That ’a-ha’ moment where everything clicks and a clear path forward begins to crystallize.’ Her combination of past market research and agency experience with a wide array of clients ranging from pharmaceuticals to life sciences to CPG makes Ali an effective and trustworthy partner for all her clients.
Ali resides in Chicago but her heart belongs to her hometown of St. Louis and to the Cardinals baseball and Blues hockey teams. The youngest of four sisters she loves spending time with family. Outside of work Ali enjoys cooking seeing live music and traveling to new places.
Amal brings a passion for all things research to her role as a Senior Associate Consultant and an even bigger passion for Brandtrust and our drive for human truth. A fitting intersection of interests for someone who is driven to produce valuable insights and inspired change within her clients organizations.
Prior to Brandtrust Amal graduated from The University of Illinois at Chicago with a Bachelors degree in Applied Psychology and a Masters in Industrial and Organizational Psychology from The Chicago School of Professional Psychology. Concurrently with her demanding school schedule Amal completed an internship at DHR International where she supported the Managing Partner of the Retail/Consumer Practice Group where she conducted industry research on several Fortune 500 private-equity venture capital and start-up organizations within the apparel beauty and wellness space.
Amal grew up in Chicago but has traveled and lived around the world including her favorite destination South Africa and returned to her home town with her husband after living a few years in Dubai. A thirst for knowledge and a strong appreciation for fashion Amal completed a Fashion Industry Essentials Certification at Parsons School of Design in 2019. An education that supports her love of shopping and growing shoe and purse collection.
Ed has been with Brandtrust since the companys earliest days in 1998. He works to make sure that everything that leaves our office reflects beautiful design and supports the clear and simple communication of meaningful ideas. Having majored in Marketing and Design he also leverages the rich and deep experience he earned during his time as Senior Art Director at Leo Burnett for many of the worlds best-known brands like Kraft McDonalds Mars Nintendo and Sony.
At Brandtrust Eds experience and design talent remain unfettered. Ed says ’The thing I value most about working at Brandtrust is the trust itself. Youre given the room here the trust to be able to express yourself creatively. It fits me well.’
Ed fills his free time by listening to all types of music and playing drums and he admits to being a huge PBS addict. He shares his life with his lovely wife Mimi and two daughters Sara and Eden.
Relationships are the drivers of success. They inform every area of business and personal life. Alyssa understands this and lives the ideals of successful client relationships in her role as Director Client Services. Her work with Environmental Defense Fund Roche-Genentech Orlando Health IJM and Hormel among many others has focused on building lasting partnerships between company and customer client and consultant. Or as she puts it her role is to ’partner with clients to help them overcome obstacles and identify opportunities. Together we examine external perceptions as well as internal cultural dynamics in order to create a strategic road map for their internal and external brands.’
Alyssas focus on relationships doesnt stop with her clients. She is a highly valued team member at Brandtrust for her commitment to her peers. She describes one of her favorite parts about working at Brandtrust as ’creating and maintaining relationships with colleagues and clients. There is a unique kind of trust and kinship that is built among teams when youre on this journey together working to understand what makes people tick and how to leverage that into a strategic solution.’
Alyssa lives with her husband Ryan and their dog Rooster in sunny San Diego. Alyssa grew up boating with her family on the Great Lakes and in the Northwoods of Wisconsin and values whenever there is time to be outside on or near the water. Alyssa is also active at her local gym and loves it for its ’unique ability to create both personal space and community. Lifting helps me to navigate a challenging and socially demanding profession.’ When not on the water or working out she can be found zip lining in Costa Rica hiking in the mountains or exploring one of the different cities she is dropped into as part of her work.
No one could be more perfectly equipped than Erin to serve as Brandtrusts Managing Director of Growth. She came to Brandtrust with a balanced combination of experience in consulting services marketing and business development. Erin has spent many years advising Fortune 500 clients in marketing and consumer research yet she also has rich and deep experience in managing and leading marketing and business development staff nurturing client relationships and coaching highly performing teams to collaborate effectively.
Erins always on the leading edge of whats new and effective in marketing. Her marketing prowess was responsible for creating buzz-worthy online campaigns before it became a standard. Her successes include such groundbreaking concepts and campaigns as the first Internet Film and Music Festival which caught the attention of–and was acquired by–the Sundance Institute.
Erins responsibilities at Brandtrust include leading our firms business development and marketing efforts. She says of working at Brandtrust ’Many of our clients are global brands and its hard to imagine theres any resource that they dont already have at their fingertips. So its incredibly rewarding to work with some of the brightest minds in marketing and introduce them to a new approach for solving their complex brand innovation or marketing challenges. Its very rewarding to see a client reach that ah-ha moment and hearing them say that our work has fundamentally changed the way they think about and approach their business.’
Outside of work Erin and her husband Pete are devoted parents to McKenzie and Nick. Erin is also an avid runner is always looking for new physical and intellectual challenges and somehow finds the time to read a variety of books on a wide and eclectic range of topics.
As a Senior Associate Consultant Mary has a passion for logistics and a keen eye for details. In her role she is dedicated to making sure that each project is on track and on budget to delight her team and her clients.
Mary finds inspiration in the various relationships she has formed with her colleagues and clients. In her words she loves ’working among a talented and dynamic group dedicated to delivering impactful results to our clients.’ Mary is a crucial part of delivering those results to clients and Brandtrust team alike.
Her giving nature keeps Mary invested in what is going on around her. A native of Chicago her greatest passion is spending time with her family and friends. She rarely has a negative word about her home city but if you press her she might kindly ask the sun and warmth to come out and stay around a bit longer.
With a unique background that led him to earn degrees in both marketing and architecture Christian brings a keen sense of precision and a creative awareness to his projects with Brandtrust. His focus lies in helping clients glean powerful insights from customer research and then leverage these insights to craft tangible branding marketing and communications strategies.
’Brandtrust really recognizes the difference between consumer demographics and actual people’ says Christian. ’Its not about understanding the 18-24 demographic its about the emotions that drive an actual persons decisions.’ He cites Brandtrusts Emotional Inquiry research approach as an important point of difference for its clients. ’With traditional research marketers ask direct questions and often get the answers that people think are expected of them. Our research methodology is supported by a solid understanding of the neuroscience behind the functioning of the human brain and how our emotions drive every single decision we make.’
During his time with Brandtrust Christian has helped craft brand solutions for Hewlett Packard Nestle Honda Kraft Amgen and General Mills among others.
A multi-dimensional thinker both at work and at home Christian often shatters peoples preconceptions of him. Hes an avid (if not rabid) sports fan yet can occasionally be coaxed to play classical violin at a friends wedding. Christian and his wife Kelly have a passion for running marathons but are now busy caring for their children Micah Reid and Gemma.
Stephan loves a good challenge and for that has been well loved at Brandtrust for over a decade. As Director Customer Experience and Innovation Strategy Stephan has brought his passion for problem-solving and process keen observation and translation skills and committed work ethic to delight such clients as Eli Lilly Kraft Jack Daniels Lincoln Financial Abbott Nutrition and Johnson amp; Johnson.
During his tenure at Brandtrust Stephan has been instrumental in the development and facilitation of many of Brandtrusts Human Truth Workshops including A More Beautiful Question Workshop Essentials of Empathy Workshop The Art of the Question Workshop and Emotional Listening Workshop.
’No matter the industry or brand every challenge at Brandtrust provides the opportunity to understand and align with humans on a deeper level’ he says. ’I love helping clients forge that connection with those they serve in order to make a lasting impact.’
Of his clients he says ’I find my inspiration by helping clients develop inspired strategy that comes from stepping into their customers shoes. Its a privilege to be a part of that journey and helping organizations do great work for great purposes.’
In his personal life Stephan is an amateur musician and is interested in anything having to do with sports playing in tennis tournaments and softball and basketball leagues as the seasons and his work schedule allow. He and his lovely wife Liz reside in Salt Lake City and are proud parents of two young children.
Lacey has always been fascinated by people and why they do the things they do. Its a passion that led her to a formal education in psychology and to her initial role with Brandtrust as a consumer researcher. In her current role as a Senior Consultant Lacey helps clients discover new ways of seeing consumer drivers to achieve critical competitive advantage. She has worked for a wide array of clients including Coke Honda
