Portrait of Andrea Syverson

Andrea Syverson

Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at asyverson@ierpartners.com.


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Pushing the Online Envelope

Ecommerce

Sometimes, when challenging my clients to think innovatively, I pull out Scrabble and take out two powerful letters, the E and the R. I then ask brand leaders to brainstorm [...]

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Stop That!

Performance Marketing

As a merchandising and branding strategist, I abide by Harvard Business School professor Clayton Christensen's profound axiom: "A product has a job to do for your customer." In addition, I [...]

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Rock Your Brand in 2013!

Performance Marketing

I am a brand builder. I am a lifelong learner. I also am a Bruce Springsteen aficionado. Recently, after participating in one of his rock concerts at the Pepsi Center [...]

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Season of Thanks

Publishing

How is your brand expressing its gratitude to its employees? Its customers? Its partners? Do you have a gratitude strategy? I applaud businesses that make gratitude part of their business [...]

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Get Sticky

Performance Marketing

Sometimes you just can't beat low tech. Yes, there are many ways my high-tech laptop, smartphone and tablet with all those apps make my life easier and more efficient, but [...]

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Filing a Report

Performance Marketing

Report cards. Just hearing those two words can generate angst even if you are no longer in school. They can raise the hairs on the back of your neck even [...]

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A Frank Talk

Publishing

It isn’t often I get to meet or spend time with my clients’ mentors. I had that honor recently when Paal Gisholt, CEO of SmartPak Equine, introduced me to his [...]

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Keep It Simpler!

General

Simplicity may be the new black. I see simplicity winning all around me. Whether it's the return of vinyl albums for the younger generation, the 30 percent increase in the [...]

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Trust Me

Performance Marketing

Trust is an important component to building lasting relationships with your customers. Brand-builders need to spend time thinking about how trust is built (to woo new prospects), how it can [...]

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Pass ‘The Mayo Effect’

Performance Marketing

I cannot stop talking about our family's recent experience at the Mayo Clinic in Rochester, Minn. For a person who makes her living by helping companies with their brands, that [...]

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Brand Sabbaths

Performance Marketing

In today's frenzied pace, this is a practice that rarely gets intentional and quality "thinkabout" time. We think our energy pie is limitless, that true grit will somehow always carry [...]

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Put a Little Love in It

Performance Marketing

What do yogurt maker Chobani, global logistics company UPS and online shoe retailer Zappos all have in common? Think hard. It's probably not what you think: Love.

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Be the Customer

General

Great brands differentiate themselves in many ways. But the way that will win the most hearts, minds and wallets is never forgetting that you are only in business to serve [...]

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A Little Human Touch

Performance Marketing

I've found that companies spend quite a bit of time on the techy-ness of their brands, but not so much on the high touch-ness of their offerings. How much human [...]

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Marketing With a Pop

Performance Marketing

I’ve used the marketing concept of pop-ups as a tool to help companies in all sorts of industries—not just retail—think about how their brands can learn from these experiences and [...]