Doe Anderson - Building Brand Enthusiasts

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Perry Baldwin - Chief Strategic Officer

Brand Experience:

  • American Express Gold Card
  • Amstel Light
  • Black Label
  • Chicklets Gum
  • Chips Ahoy!
  • Chlor-Trimeton
  • Chunky Soup
  • Classic Malts of Scotland
  • Diet Sprite
  • Drixoral
  • Fact Plus
  • The Famous Grouse
  • Fig Newtons
  • Franco American
  • Fresca
  • Halls
  • Heineken
  • Imodium A-D
  • J&B Whiskey
  • James Patterson (author)
  • Lotus Cars
  • Motrin
  • Mylanta
  • Mylicon
  • Oreo
  • Pace Sauces
  • Pepperidge Farms Gravy
  • Smirnoff
  • SnackWell's
  • Spaghetti-Os
  • Sprite
  • Superiore Pasta
  • Tanqueray Gins
  • Tetra Fish Food
  • Tourism Board of NYC - "NYC&Company"
  • Trident
  • Yuengling Beer
  • Zagat Guides


Questions & Answers:

Where did you work prior to Doe?
I left J. Walter Thompson, as Global Management Director, to co-found a consumer-driven qualitative/quantitative discovery and solutions company, Consumer Studio, with JJ Jordan who was the Global Creative Director at JWT.

What do you like about strategic planning?
Uncovering the big idea. Sometimes it is so simple you can't believe it, and other times you spend tons of energy deconstructing the brand and the marketplace "mining" insights. The "ah hah!" is incredibly rewarding.

You must hear consumers say some crazy thngs.
It never ceases to amaze me what consumers believe and how they act. I had one woman in a focus group recently try to show me her tattoo on her lower back - and I do mean lower back.

How do you get at the "truth" with consumers?
I see consumers as business and creative collaborators. I engage them as willing participants, but I don't take them literally. I took a course a few years ago with the FBI on how to know when someone is telling the truth - I now find it a curse.

What do you do in your free time?
If I could, I would spend every minute of the day out-of-doors. I love to mountain climb, ski, mountain bike, whitewater raft and ride motorcycles, to name a few "hobbies." Rain or shine, you'll find me happiest in the woods or on the water.

What's the secret of account planning?
Listening - that's why you have two ears and only one mouth.

What are you most proud of?
My amazing daughter Emily and son Perry - they make life better than I could have ever dreamed.

There's a saying, "Mighty oaks from tiny acorns grow."

In 1915 in Louisville, Kentucky, Mr. Doe and Mr. Anderson believed the same could be said for growing mighty brands. And one simple typographer's symbol later, the acorn starting revealing a wealth of insights we've never forgotten.

First, there are no shortcuts in growing a brand. Cracking open an acorn doesn't give you an oak tree. And cracking one clever ad campaign doesn't make a strong brand. It takes seasons of growth.

You can't grow a tree from the top down, nor a brand. Only by starting at the grass roots can real growth begin. That's why having a word-of-mouth marketing program is so important, and so effective.

Environment is critical. If you create an inviting experience where customers feel at home, they'll not only put down deep roots, they'll invite their friends to join them, and grow your brand exponentially.

Life is a never-ending cycle. Only repeating growth ensures survival. By continually planting new seeds of opportunity, a brand is able to grow in a predictable way. Fortunately, it offers both quick, green growth, and a long-term system for more.

And since 1915, the acorn has done exactly what it is designed to do -- grow.