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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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A New Pan Pan Vocabulary for a Leader’s Soul

My husband and I are bareboat sailors and have chartered vessels all over the world before owning our own beautiful catamaran we called Playologist. It’s been mostly fun and frolic, and my adventurous mate captains our boat almost single-handedly as I chose, years ago, to take the less active approach. I specialize in other “Blue...

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7 Soulful Practices for Leadership Clarity, Part 2

This article is part two of a two-part series on leadership by Andrea Syverson. Read part one, which includes tips one through three, here. As leaders, we’re continually pulled in many directions — both in and out of the office. How to stay centered? How to lead with clarity in a world of constantly changing variables?...

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In Case You Missed it: Soulful Practices for Leadership Clarity

As leaders, we’re continually pulled in many directions — both in and out of the office. How to stay centered? How to lead with clarity in a world of constantly changing variables? How to not just survive but thrive? I had the delightful honor of joining Sheryl Clark, president and CEO of Boston Proper, and Margaret...

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Maintaining the Joy in the Journey … For 3 Decades!

I had the pleasure of working with Ann Bush, vice president of brand management for Colony Brands, and her team recently on strengthening the company’s fashion and home décor businesses. Ann impressed me as a lifelong learner and leader who took her people, projects and customers seriously — and joyfully! Ann’s upbeat demeanor, entrepreneurial spirit,...

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Needed: Chief Joy Officers

Those of us who attended this year’s Women in Retail Leadership Summit in Miami were certain of one thing — it was one JOYFUL gathering! So many smart women under one roof and blue sky! Joy-filled connections from past relationships, joy-filled introductions amongst new friends. Honest, heartfelt, inspiring presentations that shared both worklife joys and...

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Attention Retailers: Be Mindful of Your Moments

In less than six weeks, this retail holiday season will be over. The season you and your brand leaders have strategized, forecasted, sweated over and meticulously orchestrated. No doubt, right now all hands are on deck as calls, orders and customers walk through your doors or enter your web portals. I wish you well. I hope you finish strong. I just hope you don’t forget this one very important thing.

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7 Springboards to Create Retail Stories, Surprises and Sales

In a recent article that appeared in The Wall Street Journal, Mark Tritton, Target’s chief merchandising officer, talked about the dual importance of both “math and magic” as he leads the company’s development of innovative new products in several key categories. Big data must be combined with big creative in order to capture customers’ attention. At this...

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10 Ways Brand Leaders Win by Leveraging Customer Pain Points, Part 2

This is part two of a two-part series that discusses a 10-step plan around  leveraging customers’ pain points in order to realize gains. Part one was published in last Wednesday’s Inner Circle, and included tips one through five. This article features tips six through 10. 6. Think like a publisher. Harry Potter may have started out...

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10 Ways Brand Leaders Win by Leveraging Customer Pain Points, Part 1

This is part one of a two-part series; part two will be published in next Wednesday’s Inner Circle, and will include tips six through 10.  “Customer pain is the ultimate renewable resource,” Jon Burgstone writes in “Breakthrough Entrepreneurship.” In this fast-paced world of change and flux, one thing remains certain: the subject of customer pain...

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